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It doesn't have to be main stream, Mac fanboys have always been the worst even when their product was almost non existent.
One thing I've observed is Amazon's marketing is almost a complete clone of Apples. They have the same commercials, similar products, similar terminology. The press conference is also huge events that seem to stir up a lot of media hype (yes I'm sure both pay for coverage). Look at the press release it's even a clone of Apples where they have "Senior" whatever talking about their new technology.
The only thing Amazon needs to do is lose a kindle in a bar prior to a product release.... okay maybe they'll lose it in a library.
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