I can't help but think that most of the media reporting on the new Kindle Fires haven't actually spent much time reading on one.
In Forbes, Juliet Barbara talks about how current e-ink e-readers are basically like the desktops of the 80s, a necessity for cost and that they will eventually die away. This is her argument as to why Amazon is making the move to Tablets.
I hate to rain on her parade but the reason Amazon is making tablets is because Amazon has a shit ton more content than just books. More importantly they want to target their advertising to individuals and why better way to do that than give people as subsidized device that doubles as a portable billboard?
Bottom line is this is a brilliant move by Amazon. Not only is it a shot over Apples bow regarding music and media, but it simultaneously gives Amazon an amazing marketing tool over all other online and offline retailers. This is Bezos genius at its best: heads I win, tails you lose.