I totally agree. Let me just say from my non-fanboy experience that Amazon has given me, bar none, the BEST customer experience of any company. They offer free deals to me without my asking; they resolve problems fast; and they have fast and trustworthy delivery.
They have all the elements needed to make a successful tablet, and I would not be surprised if it turns out to be a huge hit. Apple has serious cred all over the world, and I think the iPad will continue to amaze people, but for people looking for a genuine competitor, I would not count Amazon out at all.
I'm not really into eBooks or free deals, but I've bought a lot of dead tree books from Amazon, it is really good. In my own experience, I would say the customer experience on par with Apple. Can't tell how well that translates into developing a Tablet, but...