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Yeah, I'm skeptical too. They're either thinking "this can be a white box, generic phone sold by a company people like to buy from," or they're thinking "this will increase sales of Amazon products." If it's the latter, the obvious question is, "why not just an app anyone can run on their existing phone?" More likely, this is going to try to position itself as a media consuming pipeline between your pocket and Amazon's cloud services, providing easy access to movies and music, kind of like a "KindleFireTV for your pocket."

I'm not bullish on this one, though.

[sigh] I remember when the Internet was an open platform, level playing field. Now between Amazon, Apple, Netflix, and Google, you scarcely have any reason to visit anywhere else on the web whatsoever. Oh yeah, Facebook [yawn].