I managed to install several alternate markets (Gerhard, 1mobile, Soc.io mall, others recommended on the apps thread) without having to root the fire. They work, i have access to thousands of free apps i can easily uninstall if they don't work properly, and the really great thing is 1mobile sends you the automatic update notifications for all your sideloaded apps.
I literally haven't found a need to root it. I have spent no less time in man hours on customizing my experience this first week than i did/do every time i update my ios on my Iphone, but the really FABULOUS thing is not having to rip apart the fabric of the os just to have some access to needs/choices the stock os has not addressed yet. Its basically given me the option to exercise my right to "vote" on what i think amazon should address in their update spanning process.