You'll notice that amazon likes to throw out the definition of Kindle. It's on their packaging and the old kindle had it as one of the screen savers. They define it:
-v.t. 1. set on fire. 2. inspire, stir up.
-v.i. 1. catch fire. 2. become animated.
Perhaps they should really call it the "Smolder" as in:
1 a: to burn sluggishly, without flame, and often with much smoke
b: to be consumed by smoldering ?often used with out
2: to exist in a state of suppressed activity <hostilities smoldered for years>
3: to show suppressed anger, hate, or jealousy <eyes smoldering with hate>
It all fits, especially if you take (3) as how what amazon must thinks of the author's guild's pressure on the whole text-to-speech thing.
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