If you want a device that can do a pretty good of chopping veggies, opening bottles and cans, extracting small screws, cutting paper, sawing small pieces of wood (very small), chiseling even smaller pieces of wood, and picking your teeth…then the good ol’ “all-purpose” swiss army knife is what your looking for! It may not be the best at any one of those things, but then you just want something that covers all the bases adequately, right? Who knows what you’re going to want to do at any given moment, and you want to be ready to do it all, right? It’s not as if today’s individual actually has the time to plan their activities and intentions in advance, is it?

However…

If you know what you want to do in advance, and you’re the type of person that prefers to focus on one activity at a time, with minimal distraction, then it stands to reason that you should select the best tool for the job. For example, if you have a particularly thick steak that you wish to enjoy eating, your swiss army pocket knife is going to be a messy and challenging device to deploy, resulting in a less than exquisite dining experience. A well-crafted, high-quality, high carbon stainless steel knife is the only option in this case. It does one thing…reeeeaaally well.

iPad: The Victorinox of tablet devices.
Kindle: Yup – the steak knife.

I do not want my car to have email functionality on the driver side; I do not want my oven to do my laundry; I do not want my book to play movies. Not yet. Not until the car drives perfectly, the oven bakes beautifully, and the book reads crisply. I prefer my devices and tools to be as cost effective, robust, elegant, and functionally precise as possible, so that I may have the liberty to develop a relationship with my products that assures me the highest degree of satisfaction, at the best price.

At a moment in time when consumers are desperate to bring order to the chaos in their lives, when people are eager for simplicity; when companies such as Flock and Pip.io are growing their user base of evangelists intent on collapsing the layers in their social worlds…why isn’t Amazon’s marketing department focusing on the fact that their product is built for one main purpose, and it accomplishes that purpose with an elegance that the iPad’s multifunctional personality cannot pretend to approximate, except perhaps via the Kindle App itself? The e-ink differentiator is a worthy advantage, I agree, but perhaps it’s time to focus on the big value advantage: the Kindle knows what it’s supposed to do and, a few minor tweaks notwithstanding, it does it very well.

I know where my steak knives are. I use them regularly. I have a Swiss Army knife, but have no idea where it is…never use it anymore.

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