OMG! says the young lady in the video as she flips through the magazine cover artwork on the Kindle Fire. This is the first video I've seen where a actual persons plays with the device. The device looks very responsive and the UI appears intuitive and easy to use. You can tell she didn't have to stop and think about what to do next. She just tapped on an object without asking herself if it was possible. The simplified UI of the Amazon Kindle Fire will appeal to masses who people who feel intimidated by too many options or customizations. There's a clear visual hierarchy – (1) Search, (2) Navigation tabs, (3) Recently Used Items, & (4) Favorites.
From existing demos and videos Android Gingerbread is completely invisible on the Kindle Fire which for many people is a bonus. The Amazon content especially for Amazon Prime members will be another reason why the Kindle Fire will be a popular device this holiday season. With the "other" Android tablets and devices there was always the question of where does one get videos, music and etc.
I imagine many more people will be like – OMG this Kindle Fire is soo cool. I just love it!