The most striking difference you'll notice in the just <s>leaked</s> announced new Kindle Paperwhite isn't something on the device's screen -- it's on the backplate. AMAZON. That brand, once so subtly tied into the company's game-changing e-reader, is now big, bold and garishly displayed in gloss across the upper part of the Paperwhite's posterior. Why? Well, the answer is quite simple really: compared to the Kindle brand, Amazon's brand equity is much stronger in overseas markets. If you're a longtime Kindle user like me, you'll probably find this design tweak annoying, but that's about all it is. The rest of this new Paperwhite is a matter of finessing the tried-and-true Kindle experience, not disrupting it. http://www.engadget.com/2013/09/03/a...white-preview/