A few weeks ago, Amazon was telling the rumor mills to stop buzzing about the next generation of Kindle and that if a Kindle 2.0 was coming at all it wouldn’t be until next year. But now that Sony has announced their new PRS-700 Reader and it’s getting all sorts of press, Lo! What should appear the very same weekend? Leaked spy shots of the next Kindle. Coincidence? Nah.

Granted, these are the sneaky tactics you expect in an election year, when it seems everyone is doing their best to play a game of one-up-manship. Presidents, banks, and reality TV contestants are all queuing up to see who can fail the most spectacularly in their efforts to win the hearts of all the Joe Sixpacks and hockey moms. However, we at E-Reads don’t want to see either the Kindle or Sony Reader products fail. We love them both. They both deserve the limelight.

But the possibly fake/likely real Kindle 2.0 spy shots by “Boy Genius Report” make me think the device isn’t yet up to par with the latest Sony Reader, and I’m sure Amazon isn’t entirely pleased with seeing these pictures getting blogged at heavily trafficked Gizmodo.com. The revised Kindle in the spy shots has cleaner lines, but it looks more like a Star Trek medical tablet than ever before, and I assume all those buttons mean that it won’t be a touch screen, like the new Sony. But it is reported to be sturdier and recharge via USB cable. Maybe Amazon is still playing catch-up, maybe they’re simply refining a low cost alternative to the Sony Reader. Who knows what’s really going on. All I know is that when your product has rumors and buzz, it’s going to take on a life of its own in the public’s mind. And anything that puts ebooks in the public’s mind is good by us.

- Michael Gaudet