[phillco]

> They can improve the software.

But not their first impressions.

I've heard this argument before (hell, even The Lean Startup advocates shipping a broken, backwards v1.0), but it's usually paired with meekness: grow slowly, so that by the time you reach a wide audience your quality is awesome and nobody's the wiser. Instead, Amazon's pushing the Fire 1.0 with everything they've got.

Shame, because Amazon probably could have pulled off the meekness strategy really well, too -- launch the Fire in December 2011 to a small number of hand-picked (Prime?) beta users, iterate, and launch the real thing in 2012.