It's for women, there pink. Very pink. (The pinup bimbo, well, I have no idea what that's about.) And then you get to the website which is red, very red.
Reporting focuses on women reading ebooks out of shame (a.k.a. women are more "dishonest" than men about reading erotica ).
What is someone new is a digital publisher actually encouraging this alleged shame and dishonesty with a tag line of: “private pleasures with a hand-held device.” Which reads both as a double entendre and an encouragement of "hiding" your erotic reading so as not to look unladylike (perhaps this is where the pinup comes in).