Oh dear, this is just fanning the fanboy flames. Amazon has produced a commercial that is sure to excite and ignite partisans of both Apple and Amazon.
The ad spot focuses on how difficult it is to read your iPad outside, and how easy it is to use a Kindle in the same situation. The screen differences (backlight versus e-ink) explain the experience differential, but that is not the point; Amazon wants to make the iPad look overpriced and just plain impractical, the technological reasons behind are of less significance.
We’ll let the ad do the rest of the talking, but be sure and sound off in the comments as to which is better: the Kindle reader of Kindle/iBooks on iPad.