Marco Arment: The Kindle Fire isn’t fun
 I expected the Kindle Fire to be a compelling iPad alternative, but I can’t call it delightful, fun, or pleasant to use. Quite the opposite, actually: using the Fire is frustrating and unpleasant, and it feels like work.
Here’s the question, with the millions of pre-orders out there, the “platform” getting hyped up in the media to create a “head to head” story against the iPad, and the fuzzy feelgood early open source… does it matter how the Kindle Fire feels to the users?
But Amazon isn’t marketing it against the iPad. The reviewers are.
It sounds like the software wasn’t quite ready yet.
Mike, indeed, iPad makes the cash, the content is the lure… while for Amazon the Fire is the lure and the content is the cash – diametrically opposite strategies!