Amazon used to be able to sell the Kindle based on its readability in sunlight. The latest commercial however takes a different tack. The old "it works in the sun" is there in, and they also suggest that the kids can hang out in the shade with their Fires while mom schools an old fool and his iPad.
"Kindle and Kindle Fire are perfect for any getaway. The new Kindle is $79 and is the best way to read in bright sunlight. The Kindle Fire is $199 and offers instant access to the web, movies, apps, games, reading and more."
And all three of those devices still cost less than an iPad (or similarly outfitted tablet).