Maybe not with that $400 price tag. Ouch!

Let’s backtrack a little first.

Amazon officially unveiled Kindle, its not-so-secret e-book reader and service. For the gadget-loving geek with an environmentalist streak, it a great day indeed.

Think about it, fewer trees to chop down and electronic delivery of your favorite reading material. Things are looking up. Plus, power-sipping e-ink technology finally gets its day in the sun, though the Kindle isn’t the first device of its type. Sony has been giving it a shot in recent years.

However, with Amazon backing the Kindle -- a company with a cozy relationship with book publishers and already having proven its e-commerce chops -- it looks like things are set to really take off.

Except that at $400, the Kindle isn’t cheap (free two-day shipping though). And the design, while surprisingly compact, is a bit angular and strangely retro. Sony does a better job in the style department.

But there is a bright side, nice features notwithstanding (EVDO, everywhere access, computer-less operation). Amazon is likely to offer discounts after a bit, as it usually does with most of its wares. And if the device and novel service take off, it’s likely that the price will tumble. And that’s good news all around. Plus it’s nice to see e-ink get some mainstream attention.

Engadget has some first impressions and some more news about some of the features that may have been overlooked in the initial hoopla.