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I think the Fire's market is with the people who don't want to replace their computers, but want a more portable entertainment device. My boyfriend is interested in getting one to help him get through 12 hr work shifts when there's down time. He likes that you can watch movies, read books, play some games, and get on the internet (his actual wording was "check my fantasy football team"). And the size of the screen is perfect for something like that.
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