What Happened to Originality?

Amazon started selling the Kindle a few years ago and made a few videos to show its features. This is the opening screen.

Today I saw a TV spot for a new e-reader on the market, Barnes & Noble's nook. Here's a still from their spot:

Now, if you were introducing a new product that was very much like an established one, and wanted to tell people why yours was better, or different, why in the world would you do this? Wouldn't you want every one of your very expensive 30 seconds to showcase your product in an original light?   sigh...