Those of us who have had Prime for a long time don't really see adding a year on top of it as a huge incentive. So that's only interesting to anyone who's keen

Those of us who have had Prime for a long time don't really see adding a year on top of it as a huge incentive. So that's only interesting to anyone who's keen on Prime but, to date, hasn't signed up. I'd say that's a small number. Personally, my take is that they started this project years ago and were going to ship it come hell or high water. There are times you have to look at a product in development and get really honest about whether it crests a highwater mark for your brand, and your market. Between the e-book fight and this disaster, Amazon's churning some ill will. They'll survive, but Fire products will probably get a more skeptical tone in reviews than before, because everyone sort of granted that they would improve and refine over time, kind of like their profit strategy.