I'm generally not a hardware fanboy, but the Kindle is to me as guns are to the NRA: if you want to separate me from it you had better be prepared to pry it from my cold, dead hands.
(Note to those on the fence. I'll give you some background info about myself: I'm NOT a big book reader. Pre-Kindle, less than 5 a year. NOT a big gadget person. Software and virtual servers w/too many providers? Yes. But gadgets no (i hate "stuff." Have no printer, a bad, simple cell phone, no dvr, cable box...). I just really like studying and reading, and the Kindle helps a lot with that. I'm not saying, "get a Kindle!!" I'm just saying if you're trying to map your needs + interests to people who have one, those are some things about me...)
That said, I "bought in" intellectually accepting that I shouldn't expect to straight up enjoy all my PDF's on this thing. I decided e-readers would be something that would be worth it (for me) to take a hit with the early adopter tax.