[dts]

One thing I'm surprised about here is how much Amazon is bothering to mention the tech behind everything in all the promo copy I've seen so far. This is something Apple never does and I think its a misstep for Amazon here. Claiming that silk uses the "raw computational horsepower of Amazon EC2" on the homepage of Amazon.com is a completely useless detail for 99% of people who will buy this device. Why not use the audience attention better and focus on what matters with this. Full color touch. Amazon content. Apps. Half the price of an iPad.

[Steko]

It's important to feature it but you need to feature it in a way that people will instantly connect with the essence of the performance gain ala Firewire/Thunderbolt/Retina -- I'm pretty sure if this was an Apple launch they would be calling this RocketWeb or somesuch and there would be a bar chart showing the same pages in RocketWeb downloading 3 times faster (maybe they had this, I haven't watched the keynote yet).