http://www.engadget.com/2011/09/28/amazon-fire-tablet-unveiled-7-inch-display-199-price-tag/ I think the Fire's ridiculously low price is going to change the market. It's going to be hard for many folks to justify spending up to 4 times the price for an ipad. Yes, I know all about what the ipad offers than the Fire won't, but I believe that's only going to matter to a smaller group of folks than Apple would like. Many consumers are driven by their wallets; the option to get in on the "tablet game" for $199 is much more appealing than spending what amounts to many as a rent check. Personally, I hope Apple releases its own "mini" ipad 7 incher for 299.