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WESTCHESTER COUNTY, N.Y. (TheStreet) -- Can I have that tablet with a side of hype? You'd think we wouldn't need to be making fun anymore. After all, Hewlett Packard's (HPQ) - Get HP Inc. Report TouchPad, RIMM's (RIMM) Playbook and Motorola's (MOT) Zoom were all released to great fanfare and expectations, only to flounder.

But today,


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is expected to release Fire, its tablet. And although no reporters have seen or touched the thing--and despite the sordid history of all those attempts to compete with


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iPad--the media is striking up the band again.

The New York Post ran a headline: "Tablets on Fire: Amazon's New Kindle Turns Up Heat on iPad." A lead in The Financial Times, a more staid publication still spoke upon the eager eyes that will be looking for signs of an iPad rival. TheStreet went with a story called: "3 Ways Amazon Could Make a True iPad Rival." Is it really that simple? Kill the iPad in 3 easy steps.

Look: if anyone can do it, Amazon probably can. But they are a long way from it and history speaks to the long odds. At the very least, the media (and that goes for traders too) should not get excited until they've seen and touched the new tablet. You might even want to wait until you've seen official sales numbers. Avoid those sides of heedless hype. They give traders terrible bouts of indigestion.

At the time of publication, Fuchs had no positions in any of the stocks mentioned in this column.

Marek Fuchs was a stockbroker for Shearson Lehman Brothers and a money manager before becoming a journalist who wrote The New York Times' "County Lines" column for six years. He also did back-up beat coverage of The New York Knicks for the paper's Sports section for two seasons and covered other professional and collegiate sports. He has contributed frequently to many of the Times' other sections, including National, Metro, Escapes, Style, Real Estate, Arts & Leisure, Travel, Money & Business, Circuits and the Op-Ed Page.

For his "Business Press Maven" column on how business and finance are covered by the media, Fuchs was named best business journalist critic in the nation by the Talking Biz website at The University of North Carolina School of Journalism and Mass Communication. Fuchs is a frequent speaker on the business media, in venues ranging from National Public Radio to the annual conference of the Society of American Business Editors and Writers.

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