Excitement over the announcement of Amazon's new line of Kindle Fire HD tablets was overshadowed by concern due to the companies decision to include "Special Offer" ads on the lock screen's of their new tablet's. Originally an Amazon representative had confirmed that customers would be able to opt out of the ads, but later that day Amazon PR announced that there would not be an opt out for any of the new devices. After a storm of complaints, the online retailer has backed down and announced earlier today that there would be an opt out option available after all, for a fee of $15. In a statement given to Techcrunch, an Amazon rep stated: "We know from our Kindle reader line that customers love our special offers and very few people choose to opt out. Were happy to offer customers the choice". You can pick up Amazon's new 7" Kindle Fire HD this Friday (9/14) and the 8.9" Kindle Fire HD in November (10/20).