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It didn't seem all that stealthy to me. The CEO spoke months ago about colour being the next step. The FCC filing got wide coverage as did the accidental leak on Future Shop. How is it different than rumours about the Fire and then there it was, available for pre-order.
This is also how the WiFi and the Touch pretty much happened. The Touch was announced in association with the big annual NY Book event. This is not associated with an event, but rather with the holiday buying season.
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