Yeah, that could be. It may be just a Best Buy promo for stores that have a lot of stock of the 2010 MBA.
If you can return the Kindle without voiding the coupon, then the Amazon deal is better, but I also believe it has ended (I think you had to get the coupon by Monday).
Also, the 2011 MBA is a better deal in general EXCEPT if you don't want Lion, at least not right now. The 2011 MBA won't run on SL, so you have to get a 2010 MBA from the dwindling supply if you want to run SL. That's actually the main reason I bought one, not so much because of the price, and I didn't even know about the Apple TV promo until I was in the store, and even then I thought they were going to just give it to me for free, not take the $99.99 off the price of the MBA. Maybe the sales person I had just made this all up, not sure, but it's all on the sales slip!