The next day I flew to Silicon Valley and visited Amazon Lab126, the Amazon subsidiary that develops all of the company’s Kindle products. A tremendous amount of thought and research has gone into these devices. At Lab126 there is a “reading room,” where test subjects are asked to read on various devices for hours at a time. They are filmed and studied. People reading in a chair will, naturally, hold their Kindle differently from people standing up (on the subway, for example), but even people sitting in a chair will shift their positions over time. Eighty percent of page turns are forward, by the way, but 20 percent (20!) are backward. On the conference table before us were the dozens of iterations of possible page-turning buttons for the new Kindle Voyage, buttons that would have been on the back of the Kindle, a switch button, and also arrows alongside the screen—a > for forward and a < for back—the most visually pleasing design and by far the most intuitive, but then in testing it turned out that people liked to turn the Kindle and read horizontally, which meant that the arrows were pointing, confusingly, up and down. (The designers settled on two sleek lines for forward and two cool dots for back.)