I have an HTC android smartphone. Most HTC android phones come with "Sense" installed, which is HTC's user interface for Android. HTC doesn't allow me to easily pick between sense and the standard android ui. If I don't like Sense, I can install Go Launcher or a different launcher to give me an alternative to Sense.
It's no different with the Fire - it comes with Amazon's user interface, and if you don't like the Amazon UI, you can sideload another UI and use that instead. What's the big deal?
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