Try as I might, I see neither the logic in nor any compelling reason to believe that Waterstones will 'make the Kindle experience better' (00:38) for me.
I have a Kindle.
I buy books via the Kindle store. At home. Waiting for a train. In bed. Wherever.
Never, however, in Waterstones.
Also, I drawing a veil over how we got from Amazon being a 'a ruthless, money-making devil' in Waterstone's opinion to their becoming a partner of choice. Clearly, there's no logic here -- merely financial expediency.
That said, there appears to be little logic to the endgame of highstreet bookselling in general. Desperate times, desperate measures -- same conclusion.