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However, Amazon is simply following the same naming policy it introduced with the Fire HD 6 mini-device – which will stay in the market alongside the new Kindle Fire 7. But even Amazon can’t seem to make up its mind: it calls the Fire Tablets just that, with capitals, in its orange-font banner ads, lower-case fires in the main ad display names, and Fires in its blurbs. Amazon has introduced that snazzy orange display font with a lower-case f to ram home the fact. And note that the whole new range of tabs are Fires, not Kindle Fires – distinguished only by their size, or absence thereof.
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The Wikipedia “Kindle Fire” article, for instance, calls it the Fire 7″ – but probably gets that wrong based on a mistaken reading of the Amazon page. The nomenclature issue around Amazon’s launch of the new Kindle Fire 7/Fire/fire raises some very interesting questions about their whole strategy for their new flagship model.