In touting his new hit product, Kindle, Amazon CEO Jeff Bezos may indeed be channeling his inner Steve Jobs. The device could do for text what the iPod has done for music. But there's a much bigger lesson to be learned, according to Fast Company, which offers a description of the future of books that pits the two biggest media titans against each other in an ever-evolving digital landscape. Except for consumers there are no winners - yet. It may even be early in the game. But "what's very dangerous," Bezos concludes, "is not to evolve."