"Whether that's the result of...
.. a considered purchase, and punters really do prefer tablets to e-book readers, or simply a flood of buyers after a cheap tablet, remains to be seen. Holiday season sales are going to be eagerly watched."
Or perhaps option C; many people that wanted an e-book reader will have bought one of the earlier Kindles already, and the new ones aren't different enough to prompt an upgrade purchase. The Fire, on the other hand, *is* radically new, and might be wanted for reasons beyond it simply being "a cheap tablet".