Is the Amazon Kindle being marketed to motorcycle riders? Check this out

Recently, while commuting home from work, I came across a motorcycle with a passenger that was reading.  I thought to myself, you can't read while riding on the back of an open air motorcycle.  Oh, I guess you can with an Amazon Kindle or other similar e-book reader.

I wonder if any of the Product Managers for these e-book readers are targeting marketing to motorcycle riders or passengers.  I'm sure it's not an easy market to capture, but here is the situation I envision based on the photo to the right:

The husband wants to take a bike ride down the coast of beautiful California.  The wife would rather sit in a nice beach front villa reading a nice book.  The husband coaxes her into taking the bike ride by surprising her with a shiny new iPad (or Sony Reader, etc.).  Now he has his ride, she has her new reading toy.

What do you think?  Is this a feasible marketing angle for e-book product marketers?