Amazon Kindle Fire perspectives from early Apple employee Chris Espinosa (referenced in the previously-linked NYT article); I think most would argue Amazon’s move is not the “first shot” in this context, however
And all of this on Google’s dime. They use a back-revved version of Android, not Honeycomb; they don’t use Google’s web browser; they can intermediate user click through on Google search results so Google doesn’t see the actual user behavior. Google’s whole play of promoting Android in order to aggregate user behavior patterns to sell to advertisers is completely subverted by Amazon’s intermediation.
Fire isn’t a noun, it’s a verb, and it’s what Amazon has done in the targeted direction of Google. This is the first shot in the new war for replacing the Internet with a privatized merchant data-aggregation network.