Misdirection. While a magician purposely distracts you with a gratuitous flourish or chatter, the Houdini wannabe performs the sleight-of-hand unobserved.
Whether on purpose or by accident, I think Amazon is performing an ingenious misdirection in the wake of the introduction of the cheap "All-New" Nook and the cheaper Kobo eReader Touch Edition ebook readers.
Essentially, Amazon is engaging Barnes & Noble over how long two months is.
Okay, that's probably misleading, but Amazon is managing to misdirect the conversation away from the real difference between the new Nook and the new Kobo from the old Kindle that could threaten Amazon's ebook dominance.