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There will never be a 100 million if the hardware is too crappy, and that's why the strategy is hard to understand; you can't just assume the end point.

That said, Amazon's phone is the only product I thought made little sense. The Kindles are successful and drive ebook consumption. Fire TV I have no idea, but the Roku has proven that the basic idea has a market. What other giant hardware stumbles has Amazon launched?



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