I didn't click on the link, however I did pop over to Amazon to look and checked out a few articles on it.
1. It's another expensive phone. There are a couple of advances you get with the newest phone, more MP for example. Nothing really ground breaking though.
2. It is a modified Android OS so it's like another Linux Distro. Core Android with phone manufacturer mods.
3. It remains to be seen if it matches an Apple model where phone OS's are updated for years or Android where the manufacturer of the phone has no reason to provide upgrades and generally doesn't (so no security patches for example).
4. It ties you right into Amazon. If you think Apple's Walled Garden approach is offensive, this is worse. Apple is only trying to sell you phones and computers. Amazon is trying to sell you _everything_. With an Amazon specific phone and Firefly, you're that much more likely to buy from Amazon.
5. I already have a phone contract. The prices aren't that much different than Apple's so there's no good reason to switch when my contract is up _and_ my phone is ancient. I used my 3GS for a couple of years past the contract end and even past when I could get upgraded software. I'm still using my 1st gen iPad.
For me right now, meh.
Carl