Apples and oranges - the Nook range are comparable (and in the case of the Tablet) far superior to the Kindle equivalents. There's also a thriving rooting community for them built in - my Nook Color was a full on Android Tablet about a year before the Fire even existed. The Color and Tablet reading app is also about the best ereader I've used (and I tried more or less all of them before settling on the Nook one).

There's also the fact that while travelling back home in Blighty a lot over the last year or so I've had a lot of people ask me about it and express a lot of interest once they had a play. I'm just wondering if this isn't all a year or two too late..