No monetary cost kindle from Amazon?

"Once again, I smell a bluff. The free Kindle plan sparks two questions. Why would Amazon give away an e-reader, and how could it afford to do so? Dig into each and you arrive at the same place: Amazon will make its Kindle free sooner or later. The only question is whether it will do it now, next year, or the year after that."

http://www.slate.com/articles/technology/technology/2012/08/free_kindle_next_week_or_next_year_amazon_will_start_giving_away_its_e_reader_here_s_why_.html