Of course, if informed consumers are willing to accept limitations of this nature, their better option is to go with an iPad. The big advantage of an Android, aside from lower cost (and there are good unlocked Androids out there for the same or less than a Kindle), that it is an open platform that allows freedom, the ability to customize and choice for the user.
Don't like play store? Okay, go use any one of the third-party app stores out there (even Amazon's). But why you would want that is beyond me; the ones from Amazon come hobbled to only work if their app store software is installed on your machine.
While Amazon does some neat stuff as a company, this gambit of theirs is nothing short of foolhardy. Informed consumers will steer clear of being forced to use inferior alternatives (like Bing search engine, and Amazon App Store). And now that they've locked the bootloaders eliminating the option to change the software manually, I can't recommend the device even to casual tablet users. There are simply too many other, better alternatives.
What's Ironic is the new Kindly hype is all due to Amazon's fear of the Nexus monster; yet they don't provide anything with their devices that gives them an advantage over the absolutely amazing Nexus.