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 Report) TouchPad, RIMM's (RIMM) Playbook and Motorola's (MOT) Zoom were all released to great fanfare and expectations, only to flounder.But today, Amazon ( AMZN - Get Report) 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 Apple's ( AAPL - Get Report) 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.
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