Just wanting to get a conversation going about the economics and business side o the Fire TV equation. Everything I've been reading suggests that it's not and I'd tend to agree considering the price point at launch. It does make me wonder however, why they didn't? Don't get me wrong, I think $99 is the perfect price for this product. It sticks a pencil in the eye of Roku by matching them directly on price and, let's face it, from the looks of hardware specs alone you get more bang for your buck with the Fire TV. Then again, won't the Fire TV sales also help sell a buttload more Prime subscriptions? Seems they may have had some wiggle room to undercut competitors on price but perhaps chose not to because it might cheapen the product in the eyes of the consumer like Google did to the Chromecast?