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What's really at stake with Kindle is Amazon's desire to re-invent itself as a company where the buying and selling of retail goods is not an end in itself but also a means by which to obtain valuable client data. In a more abstract sense, Amazon.com is actively producing laboring subjects in and around an everyday practice-the reading of books and periodicals-which to my knowledge has never shared as direct a relationship to economically productive activity as it does with Kindle.