I welcome competition into the market but this just feels like they missed the mark, the firefly function has a lot of potential for doing great things through the innovation of 3rd party developers. Amazon is not a junky company, I really felt like a smartphone coming from Amazon would be something really great but all we're getting is a tool for buying more junk off Amazon, something that is beneficial to Amazon but not really for the consumer so it shouldn't have been marketed as the device's flagship effect. This is the same feeling I was left with when I found out Firefox, Ubuntu etc were getting involved with smartphones ONLY in the third world market! I had higher hopes for Amazon, but all they're giving us is a nice design that acts as a phone/product locator.