"Jeff [Bezos, the CEO] wanted to talk about
    the future of reading, but in a small, not
    braggadocio way. We didn't want it to be
    'techie' or trite, and we wanted it to be
    memorable, and meaningful in many ways of
    expression, from 'I love curling up with
    my Kindle to read a new book' to 'When I'm
    stuck in the airport or on line, I can 
    Kindle my newspaper, favorite blogs or 
    half a dozen books I'm reading.'" ...
    Kindle means to set alight or start to
    burn, to arouse or be aroused, to make or
    become bright. The word’s roots are from
    the Old Norse word kyndill, meaning
    Candle. “I verified that it had deep roots
    in literature,” adds Hibma. “From
    Voltaire: ‘The instruction we find in
    books is like fire. We fetch it from our
    neighbours, kindle it at home, communicate
    it to others and it becomes the property
    of all.’”