The Kin­dle 2.0 ebook reader has been unveiled. I admit begrudg­ingly, it has a more attrac­tive and sleeker design that stops short of sexy. Busi­ness Week offers up their opin­ion on the device point­ing out that the key ele­ment with the Kin­dle is “innovation.”

Paul Saffo, a tech­nol­ogy fore­caster who teaches at Stan­ford Uni­ver­sity, agrees. “The impor­tant thing about the Kin­dle is that it really is the first elec­tronic book that works,” he says. “The hard­ware is ade­quate, but most impor­tantly, this is not hardware—this is a ser­vice con­gealed into a piece of hardware.”

He con­tin­ues: “It’s even more advanced than the iPod and the Apple (AAPL) store.” “The iPod was the total pack­age; sim­i­larly the Kin­dle was the first e-book that really cre­ated the entire expe­ri­ence: the reader, the con­tent, and the built-in link. Those are hugely impor­tant things.”

I guess it is but I’m glad I got a Sony Reader because the Kin­dle is not witout it’s lim­i­ta­tions. But if this is the com­pany to drive ebooks into the future, then I’m all for their suc­cess. Ebooks are the future.