Unless i'm mis-judging the scale of this thing, that screen looks a fair bit smaller than a kindle. I think it's just techcrunch using "kindle" as a generic word for e-ink display.
Weird - something about the form factor makes me want to violently toss it off a loading dock. Anyone know how much that would translate to in Gs? (The article says it will survive 6 Gs of shock.)
A whole lot. It depends on how fast it is going. See http://measurespeed.com/deceleration-calculator.php for a quick-and-dirty overview. Gravity accelerates at at 9.8m/s², so if it fell for one second before impacting the ground, and took (for instance) 0.05 seconds to deform before coming to a halt, it'd have experienced 8.91 Gs of shock.
I always found it amusing that hard drives were rated in the hundreds of Gs until someone reminded me that 'time to stop' when dropped on a hard surface was very short indeed...