Notice whats missing on the landing page for the just announced Kindle Fire? There is not one image of the device showing the actual reading interface. If you watch the tour video, there are two quick half-second images that look pretty much just like the kindle app for iPad, but that's it.
This seems like a pretty conscious effort to make sure that the device is viewed differently from the company's traditional Kindle devices. I wonder if the intention was to really focus in on the media consumption aspect or to minimize cannibalization of the market for the basic readers.