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After seeing Samsung's spirited swing at Apple users, Amazon's continuing anti-Apple pandering just feels weak. The new ad for the Kindle Fire pits a dorky, single iPad user against a Kindle-reading mom in a bikini—the same ice queen from the 2010 spot, though now she's warmed up a bit and seems to have a couple of kids. They might as well show the Kindle riding a dragon in space if they're this desperate to make it look appealing.
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