This thing is compelling. If you don't think so, you've sold your soul to Apple. Amazon is clearly trying to address some things Apple refuses to address, such as glare, parental controls, and expensive data plans. You may HATE Amazon, but THIS is what competition is: offering things your competitor does not.
An iPad knock off it isn't. If anyone should be upset about the UI its Microsoft. The Kindle UI looks an awful lot like what I see on my Xbox....
By the way, I am not implying you should ditch your iPad and buy the thing. Just that it is an appealing device worth taking a look at. It has merits beyond the "Amazon content".
I think you may have been suckered by Bezos' lies (or "reality distortion field" if you want to be kinder about it).
People seem to forget that Bezos is a well known shyster, that Amazon doesn't release sales figures, that the first Fire was a resounding dud with everyone that bought one, that it had horrible build quality, and horrible software etc. etc. etc. ad infinitum.
Why would anyone watch this dog and pony show and just take this crap at face value? This guy, and this company have shown many times before how deceitful and how "anti-customer" they are. Bezos plays fast and loose with the rules and always has done. Based on past performance, nothing he says and nothing the company puts out as PR should really be believed.
Let's wait until there are some actual devices in the hand and reviews of said devices.
Not that anyone really cares. The kindle Fire 1.0 was a POS according to every reviewer and most owners and didn't even sell very well, but if you read the tech news you will find most reviewers just regurgitating Amazons constant insistences that the exact opposite is true.
In an age where few true journalists exist anymore and none are willing to actually investigate the claims made by a-holes like this it's pretty much what we have to expect (the public perception being 100% opposite to the reality).