Jeff Bezos

AGE: 45
OCCUPATION: Amazon.com chairman and CEO
PREVIOUS APPEARANCES ON THE TIME 100: 1

PRO: The Amazon Kindle — recently revised and now compatible with the iPhone — is one of the few bright spots in the publishing industry, with nearly a quarter-million titles available for download. And though the term cloud computing still sounds like something out of Super Mario Bros., Bezos' early belief in digital storage was spot-on.

CON: Tech-heads already overloaded with gadgets might balk at yet another shiny new thingamajig, especially at $359.

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