I guess it is. Not for everybody though. I've played a bit with the initial Fire tablet and I was really surprised with overall UX. Some Chinese "noname" table

I guess it is. Not for everybody though. I've played a bit with the initial Fire tablet and I was really surprised with overall UX. Some Chinese "noname" tablets felt like a better option than "this". Apple has really high standards in producing their products and user experience from store to watching a movie on iPad. Amazon is good at providing services, but they fail at the overall UX. Maybe that's going to change, maybe HD 8.9 is a huge step forward(i just don't know yet). But for me, the overall experience really matter much more than a price badge on a box. IMHO.