datum - kindles in the wild

The ethnographic observer in me noted 3 kindle sightings while flying Lansing, MI - ORD (Chicago) - MSY (New Orleans) last week.
I wonder how many others see them in use? The phenomenon of kindle reading in public is bound to grow these next years.
Besides the gate area at ORD, I saw two others:
 
Academic conference at the NoLA sheraton (kindle dx)
Seatmate en route MSY - ORD (kindle 2)