Amazon has targeted a certain type of consumer: one who is already a loyal Amazon customer and wants a best-in-class e-reader that also has limited tablet functionality and a great media-consuming experience. Throughout Amazon’s demonstration of the Fire, they never once showed how you would use it to check e-mail or write a school paper, or how it would be used by small business and enterprises or doctors or lawyers. Instead they focused on consuming media from Amazon’s services. Trying to be all things to all people would be a failing strategy for Amazon.