OMG IT'S AMAZON!!!!!!!
I'm under the impression that Google only got into the content game because it needed a compelling media story to sell to consumers. If Amazon had been more aggressive about pushing it's content in this sort of way earlier on, there likely would have been little rationale for Google to get into the content game at all and we'd likely still have the plain ol' Android Market.
Maybe Verizon will convince Amazon to include instant video if that goes well. Wishful thinking I know.
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