That's the question Media Bistro is asking. The short answer - "The Kindle Killer."
Amazon.com gets discussed further, and at length, in Fast Company - "Amazon Taps Its Inner Apple."
From the story...
Recently, Bezos claimed that Kindle e-books add 35% to a physical book's sales on Amazon whenever Kindle editions are available. Put another way, for every three print copies of, say, Malcolm Gladwell's The Outliers the site sells, it also sells one Kindle e-book -- or about 25% of total sales. Citigroup analyst Mark Mahaney estimates that Amazon sold a half-million Kindles last year and projects its total e-book revenue, which includes sales of books and devices, to reach $1.2 billion by 2010. The company reports that 275,000 titles are available in the Kindle format, including nearly all 112 books on The New York Times best-seller list. Amazon, for its part, makes no pretense of its plans. On its Kindle page, it states, "Our vision is to have every book ever printed, in any language, all available in under 60 seconds."
In Bezos's mind, the Kindle is the logical evolution of a 500-year-old analog technology, and this frightens those in the $24 billion book-publishing industry already skittish about Amazon's growing clout. In his Cambrian example, they fear they may be playing the part of a trilobite, one of the first creatures with eyes but which, like most other species from this period, faced mass extinction when it couldn't adapt to its changing environment.
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