I got a kick out of that article, it did make me chuckle. I do admit the I think the Kindle is a bit ugly, it doesn't have the sexy look that most electronics have. As for the rest of the article, yes, it was very apparent that he isn't an avid reader (or very intelligent). I don't think you even need to be an avid reader to understand the benefits of a device like this.
And some of the comments where also amusing. I can't believe how a couple of the people think that reading on their iPhone or Blackberry is a good thing. I have a lot of stuff on my phone (word documents, mail, contacts, everything I have on my pc). But it's all for reference or if I'm in a pinch and need something. Nobody could spend hours reading a phone.
Oh, some people drive me nuts.