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The Nook Color is the hackable blank slate. The Fire (and maybe the coming Nook tablet) are for those many, many folks who want to the thing to work when it shows up. The Fire is aimed at providing the most popular services for a good price, not to be the best Android tablet. Like the Kindle, Amazon is shooting to provide a carefully chosen set of capabilities at a good price and do them very well. Since this is a tablet, this is a much larger set of capabilities. We'll see how well Amazon chose. As for being locked in, most people are locked in now and don't even think about it. The techies are not the target for the Fire.
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