There are two types of companies: those that work hard to charge customers more, and those that work hard to charge customers less. Both approaches can work. We are firmly in the second camp.
We are excited to announce four new products: the all-new Kindle for only $79, two new touch Kindles – Kindle Touch and Kindle Touch 3G – for $99 and $149, and a new class of Kindle – Kindle Fire – a beautiful full color Kindle for movies, TV shows, music, books, magazines, apps, games, web browsing and more, for only $199."
Its great marketing copy - says what needs to be said, without naming the other company and makes the customer feel as though choosing the Kindle is a better choice on sooo many levels. Its copy that hits Mac where they live- a deeper belief that using a product confirms something more about you. For Mac, Mac users have a certain pride in being mac users. Whether we identify with the rainbow apple (unique) or as a Steve Jobs groupie (geek) or as purists or whatever... people love to say they are Mac users.
Now Amazon users can say they are picking the company that is working hard to save us money - a fair company, the "people's company". If it were politics I could easily guess where this story line would take me. :-) They aren't there yet, but if they continue this path, Amazon will be creating a cult of users who identify who they are with the Kindle.