The Kindle is an amazing device. I'm not that big of a reader so I don't own one, but I got my parents one for Christmas. They're both technology impaired and they find going on the store very easy to do, as well as using the device. Their e-ink or whatever it's called technology is meant for avid readers, as a backlit device like an iPhone would strain the eyes out.
Speaking of I know two other people who are new Kindle owners who love it, and a friend ordered his yesterday. I can name 11 people on the top of my head I know such as coworkers, friends, people I met in class, and family who own one without even thinking hard about it and they all love it.
Why the hatred for the Kindle? Just because there's no

logo? If this thing is in the $500+ range and its main marketing purpose is reading ebooks I see it being another Apple TV. The average consumer won't want it.
I'll only consider buying one if it's open. I won't buy it if it's locked down to an iTunes application store, for a device that's a computer I should be able to tinker how I want and I should be able to get applications how/where I want without hacking the device.