Yeah. I've got a couple of friends with a Fire. They like it but they realize it's not an iPad.
UI is stutters on scroll and vertical height in landscape is claustrophobic. I'm not enthused by the advertising on the next gen Kindle Fire.
I always try to minimize the amount of advertising I or my son watches. I'm not opening up my tablet screen to advertising because Amazon wants to save me $60 on a tablet.
You'll be able to remove the advertising. See link I posted above