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Let's overlook the desirability of being able to replace the back piece of plastic with a customized one. (Anybody ever hear of "decals"?) My concern is this: " . . .playing Amazon content, running Amazon-approved apps, and helping you purchase merchandise from Amazon . . .". Restricted to one vendor, restricted to one proxy provider, restricted in which applications you can use. It's almost as if they want to corner the market, a la "monopoly". Who needs it when other, as good as or better, devices exist which do not lock you in to one marketplace.