RE: "Not entirely true"
I think that you have a point here, in fact I would go further. What if it is the case that a very large proportion of iPad purchasers buy it because they perceive it as a fine and stylish media consumption device first and foremost and not because all of them are dyed-in-the-wool iPhanboys? However much fun the rest of us may have from time to time portraying them as such! Therein lies the potential rub from Cupertino's viewpoint. If it is the case (and I am sure it is) that a significant percentage of their pad customers are not committed Apple fans per se, they just regard the iPad (in their opinion) as the best media consumption device on the market then we may have a new situation. If these customers are in many cases making a *pragmatic* choice when buying or planning to buy their next or first pad then the "Fire" suddenly becomes rather more of a threat to the iPad then one otherwise would have expected. If the punters perceive the "Fire" as of very decent quality at a very attractive price that provides (in their opinion) a user experience not *too* far short of the iPad in the context of a media consumption device then some of them may very well choose the Fire rather than the iPad. In the end it is all about customer perception - and that is something that is not easy to predict.