Understanding your true worth.
SAN FRANCISCO – Amazon.com Inc. is dropping the price on its Kindle e-reader, but the change comes with a trade-off: On-screen ads. The online retailer was set to announce Tuesday that the new Kindle with Special Offers will cost $114 — $25 less than the currently lowest-priced Kindle — and include advertisements on the bottom of the device's home page and on its screen savers. Seattle-based Amazon will start shipping the newest Kindle on May 3, and it will also be sold in Target and Best Buy stores on that date. Now we know what retailers think of us. We're worth 25 dollars. Amazon figures you'll buy a Kindle for 25 dollars less than its regular price if all you have to do to save that money is put up with some advertising. They say every man has his price. Yours has been set. In a demo of the device, a screen saver showed a deal where customers would pay $10 for a $20 gift card to Amazon. If a user is interested in that deal, they can click to have details of the offe...