What's new in the new Kindle Paperwhite? Better lighting, a faster chip and one big Amazon logo

The most striking difference you'll notice in the just leaked announced new Kindle Paperwhite isn't something on the device's screen -- it's on the backplate. AMAZON. That brand, once so subtly tied into the company's game-changing e-reader, is now big, bold and garishly displayed in gloss across the upper part of the Paperwhite's posterior. Why? Well, the answer is quite simple really: compared to the Kindle brand, Amazon's brand equity is much stronger in overseas markets. If you're a longtime...