That would be a great name if they were in this to sell hardware. Boom – it's a Kindle, and a tablet, here it is, buy it. But I'm not sure that would address A

That would be a great name if they were in this to sell hardware. Boom – it's a Kindle, and a tablet, here it is, buy it. But I'm not sure that would address Amazon's goals here. Amazon doesn't want to sell you a tablet. At all. They want to sell you digital content. But until we jack right into our occipital lobes, they're stuck needing a medium upon which to display that content. So they sell you a "Kindle Fire." What is that? Well, Amazon gets to define that for themselves, rather than being freighted with all the expectations that "tablet" carries. Which, now that I think about it, worked pretty well for Apple, too.