[InXorWeTrust]

No, I don't really see that. When I hear Kindle, I think more of nurturing, or beginning a fire. A fire needs to begin somewhere, just as an idea must. And must also be nurtured, and built upon, something that books do. That's what I see when I see "Kindle". Matchbook just goes along with the fire theme of Kindle, as publicfig said.

[jamessb]

I agree. Specifically, the names remind me of a quotation by Victor Hugo - "To learn to read is to light a fire; every syllable that is spelled out is a spark".