I like Amazon's marketing here. It plays to the strengths of the devices. In this case cost. Sure the Kindle Fire isn't as good as an iPad, but it can do a lot of the same things for a lot less than an iPad. And the Kindle as an eBook reader is pretty much untouchable. It's the best (dedicated) eBook reader you can buy.
Compare and contrast to Samsung's commercials. While they do show off some features that are different (better ?) than the iPhone, the commercials come off as condescending toward iPhone users.
Most companies would love to have dedicated fans like this. Sure you have the crazy Black Friday campers, but the last single devices I recall people lining up for were the PS3 and the Wii. Apple gets people to line up a few times a year.
No, most companies would like to be able to meet demand day one without inconveniencing their customers. Waiting in line is for fools, especially when you consider the next iteration is less than a year away. Amazon's selling boatloads of Kindles and are meeting demand really well. They're also putting the fear of god into Apple at the lower end of the price spectrum. So much of Jobs' idiotic statement that people wouldnt want a 7 inch screen.