Right about the time Kindle for iPhone hit the App Store, Amazon's true intentions in the e-book space started to become clear: it wasn't about dominating the market end-to-end with Amazon-branded equipment. It never was; that's Apple's game, of course, but Bezos and Company were taking a starkly different tack. Instead, Amazon almost seemed to shout "please, someone else do this for us" by creating powerful, well-intentioned devices in the original Kindle, the Kindle 2, and the Kindle DX that scream "reference design" more than they scream to would-be customers buying on sex appeal or real-world ergonomics. It's clear now that Kindle is a platform, not a piece of hardware, and Amazon's specialty is the same as it has been since day one of the Washington-based company -- delivering content. If people buy Kindles in the course of discovering the platform, Amazon figures that's all well and good, but the ultimate goal is to bring them into that content ecosystem at any cost, which means building software that can extend Kindle support to as many platforms as humanly possible. After tackling the iPhone, rumors are swirling that Windows Mobile may be next on news that the company is actively hiring WinMo engineers; the timing would certainly be right with the imminent launch of 6.5 and the Windows Marketplace, and if there's one thing that could help keep the WinMo loyal in the fray for another build, it might be a stellar e-reader. Granted, there are already great e-readers out there for the platform, but how many tap into the Kindle universe?