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The bad reviews are either due to Apple "lovers"
If that's what you need to tell yourself to justify the purchase, fine. It's a complete load of bollox, but if it helps you sleep at night...
PC World's review:
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However, the Fire falls far short of providing a full and satisfying tablet experience.
http://www.pcworld.com/article/243857/amazon_kindle_fire_misfires.html?tk=rel_news
Bunch of Apple lovers over at that PC-centric magazine.
MacLife's review:
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Amazon has done an admirable job of creating their own mobile device experience -- familiar enough to be comfortable for previous Kindle owners, yet vastly improved over stock Android. It may not be the ultimate tablet, but for brainless, fun media consumption, it hits all the right spots (especially with your wallet) and is likely to only get better over time with software updates.
http://www.maclife.com/article/features/handson_and_gallery_kindle_fire
What kind of bizarro world is this? An Apple-centric site giving a good review to a non-Apple product?
CNN's review:
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The iPad remains the superior tablet, and it's the closest I've found to replacing a laptop. But I wouldn't discount a less capable competitor. The Kindle Fire is a good entertainment device at a price that's truly unbelievable.
http://www.cnn.com/2011/11/18/tech/gaming-gadgets/kindle-fire-review/index.html
They like both the iPad and the Kindle Fire? This is unacceptable!
Maybe you and I read reviews differently, but most that I read either give it a poor review based on the comparison of the Fire to other fully-feature tablets or they give a favorable review because of the excellent value for money the Fire offers.
Neither review is incorrect. If you're looking for the full nearly-a-laptop-replacement experience that the iPad offers, you're going to be disappoined in the Fire. If you want a tablet, but aren't sure you'll use $500 worth, the Fire is a perfect option.
As you say, your experience is all in what you expect from the device. The same goes for the people reviewing the device.