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I think they'd be making a mistake to call it 'Kindle'. Especially if it includes tablet features like HDMI out etc. that Nook Color lacks. They aren't doing this primarily to position against NC, but to promote their video/music/ebook/app brands. The target is Apple. (it would be nice of them to include Netflix streaming - I use both services - Amazon provides some of Netflix's backend so they still make money either way)
I don't understand how Android Market access works so I won't comment on whether Amazon would allow this or not, or whether that's up to Google, or if it involves some contract between the two. From my experience with my Pocket eDGe, it seems it is not so much a matter of lock in, but rather of lock out. I was able to easily add Amazon app store alongside the Entourage app store, but you have to hack to get Android Market.
But perhaps someone can explain how it works.
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