I will echo my thoughts that I posted on Engadget...
I preordered less than 10 minutes after the keynote, for me $199 is pretty close to impulse territory. I also wanted to reserve a place in line, as I can see these becoming difficult to find this Holiday season. Thankfully Amazon doesn't charge until the item ships, so I should have until at least end of October to see if my excitement wanes.
It's no iPad killer, but I think it is something that will make a dent in iPad's armor. I have an iPad 1, and while I really enjoy it, it is a PITA to read with in bed. 7" is a good form factor for reading in bed or with one hand. And honestly, I feel iPad's interface is getting a bit stale. I think Amazon's interface/skin on the Fire is pretty darn sharp looking.
I don't feel I am missing anything by not having cameras on my iPad, that is what I have my phone for. A minor inconvenience is the lack of a mic on the Fire, my g/f uses my iPad for Skype, so I may just end up giving her the iPad. The 7" form is also going to be nice for my other main iPad use, an internet enabled cookbook. For me the Fire is seeming like a no brainer, thankfully I have over a month to decide.