let's say the sell 3-5 million of these tablets in the 4Q and then go on to gain 10% market share and everyone uses the tablet to buy more stuff on amazon. What do they gain? a 2-3% margin. Same thing different device. They will maybe break even on the thing but only after factoring in gains from crap they would sell on the device. This is such an incredible joke.
The whole point of being in business is to make money. If they actually priced these things for a decent profit margin sales would decline, margins would increase and they would be more efficient and be cash rich and perform much better... but the stock would decline about 70% as a result.