In just a few hours time, Amazon is expected to reveal its latest Kindle model, the Kindle Fire, a tablety-take on what the megaretailer thinks will claw iPad buyers away from Apple’s clutches. To do that, it’s reportedly readying every aspect of its not-inconsiderable might: multimedia, cloud storage, and the ability to squeeze margins out of content rights-holders like juice from a blood orange. Don’t let the Kindle part of the name fool you, however; if you’re the avid reader that has so far been Amazon’s target customer, the Kindle Fire isn’t the product for you.

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