Poorly Thought Out Advertising Idea

There is a TV ad that has been running lately which shows a couple people pool side. Guy is struggling to read his electronic book presumably due to glare and says to the woman "Excuse me, how are you able to read out here?" She replies with something like "Oh, this is a Kindle and I got it for just $139. I actually paid more for these sunglasses" What sort of moron would take shopping advise from someone who said they were foolish enough to spend over a hundred dollars for sunglasses?

Separately (and at the risk of being considered a dinosaur), what the heck is wrong with regular books that people need an electronic book?