I love how Bloomberg released an article describing the press conference in the past tense half an hour before it started; Amazon hasn't caught up with Apple's secrecy yet.
Amazon is doing the right thing, which wouldn't be that surprising except that every other Android vendor has done the wrong thing. Amazon is presenting a unified, controlled environment to users (which most of them want), provides both content and app delivery services, and is selling tablets cheap enough to as not to compete directly with Apple. It will do well.
This is a common media strategy. It is a win-win situation:
a) Amazon rep. unofficially approves a "leaky" article just before the press conference.
b) Bloomberg journalist guarantees a front page story on their web page.
c) Amazon reaps the benefits of more coverage
You are forgetting that Amazon Press Conferences, without these advance buzz giving messages would not be even 10% of what Apple conferences are. Now they get at least a half of that.
Everybody in America is waking up. Everybody in Europe is bored at work. Everybody in Asia is enjoying their evening.
Amazon is doing the right thing, which wouldn't be that surprising except that every other Android vendor has done the wrong thing. Amazon is presenting a unified, controlled environment to users (which most of them want), provides both content and app delivery services, and is selling tablets cheap enough to as not to compete directly with Apple. It will do well.