True. It won't be from that way. I think Amazon will do okay, selling to people who are already on board with the Kindle and stuff like that. I don't think it'll "overtake the iPad" by any means, but I think it'll be more successful and popular than any of the Android, Blackberry or Microsoft offerings we've seen so far (or ever will).
I can't imagine anyone overturning Apple's lead at this point. It's just up to them to keep progressing and doing things better. I'm more genuinely excited about iOS 5 (and iCloud) this fall than any hardware from them. Can't wait for that iMessage thing. That alone will be worth it!