Amazon’s certainly not the first company to deliver an illuminated e-reader, but the mega-retailer’s psyched about its new Kindle Paperwhite nonetheless, and after playing around with the device a bit, it’s easy to see why. According to CEO Jeff Bezos, R&D’s been working on the technology for years now, attempting to get the perfect balance of brightness and battery life, all while ensuring an even distribution across the display. How does it achieve this? We’ve heard the technology described as an optical cable laid flat across the display. The company goes into a bit more detail on the technology that powers the reader, via a few Beautiful Mind-esque shots in the video after the break. It’ll give you something to do while you wait for your reader to ship early next month.