In case you havent heard until now, Amazon has developed an e-reader device, named Amazon Kindle.

The $399 device allows you to read books, newspapers and blogs in an 6" e-paper screen. You can buy content by using the device itself which connects to Amazon through a wireless network. You can also access Google and Wikipedia (but just that) to lookup information and even read your documents (but you have to mail them to a special account and get charged a few cents per document).

Now Amazon is trying to create a lot of buzz on the Kindle, with CEO Jeff Bezos going on the front cover of NewsWeek, adding a personal note on the Amazon.com page, and apparently keeping a very low production schedule in order to produce the "we are so successful we have sold out" news headlines. The bad thing is that Amazon underestimated it's success. This created the ridiculous headline "Amazon Kindle sells out in 5.5 hours".
 
I'm not suggesting that the idea of playing with the availability of your product is bad, but 5.5 hours is so low it is actually negative. Companies are still supposed to have good estimation on their products' success. I wouldn't trust a company that failed in it's estimations so badly. Would you?

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