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Amazon Fire TV could scorch rivals

Some people have had a tendency to write off Amazon has a second-rate hardware company. But I think that they do that at their peril because – as we’ve seen with the Kindle Fire tablets – Amazon is a very tough and determined competitor. Once it sets its sights on something it will lock in on the target with absolute tenacity until it establishes a foothold in that marketplace. And that’s what we’re seeing with the Fire TV.

Amazons rivals had better step up their game quickly or risk being badly burned by the Fire TV.