“Create something small, humble, with no braggadocio.”

Considering the recurring subjects of e-readers and gadgets on this blog, it seems appropriate to mark the passing of Michael Cronan, the guy who gave the Kindle its name. From the Times:

When Amazon prepared to introduce its first electronic reader in 2007, it turned to Mr. Cronan, who envisioned imagery reflecting the reading experience as an embryonic but rising technology.

. . . in pondering a brand name, Mr. Cronan “wanted to create something small, humble, with no braggadocio,” while choosing an image that “was about starting something, giving birth to something.” He found the name . . . by likening use of the new e-reader to “starting a fire.”