This pouch is a comfortable fit for my new kindle. Not loose, but also snug enough that it does not slop around in the case. The Velcro fixing on the flap is reassuringly effective and the sides are sturdy so there's no danger of my kindle falling out or suffering any damage. (It could even be stepped on accidentally - but not recommended!)
The carry case has proved to be strong enough to protect my kindle from damage while stuffing it into a bag as the train draws in to Clapham Junction to change trains while also carrying a folding bike on the daily commute to and from Central London.
It looks smart and has clean lines.
Update 5 January 2013.
I have been using this carry pouch on my daily commute for a year now. It is as effective as it was on day one. No problems at all. The stitching is still undamaged, the velcro still in perfect condition and it still even looks and feels new!