[thomass]

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Amazon, by building its own app store, has the chance to overturn the established order; it's the first proper challenge that the iPad will face in terms of a rival that can offer not just a product, but also something to fill the product. If it really succeeds, it could even draw developers out of the wider Android Market and into the Amazon app store exclusively. Once that starts to happen, Google will have a dilemma: is it good or bad if more of the money being made out of Android app sales is going to someone else? Will Amazon lock out rival tablet makers such as Samsung from its app store? (I expect so.) Is that good or bad for Android on tablets? What should Google do?

And there's Google's problem. Its relationship with its users is too like Microsoft's. Instead it needs to be more like Amazon. But competing there would cause problems too. Android for tablet sits on the horns of a dilemma: what it needs to succeed – a content retailer about to challenge Apple – might be what kills off rival makers. And if Google tries to change the rules of the game – say, by insisting that Amazon open its app store – then it could break everything.