Android (AOSP) forks are numerous, yet competing with Play Store/Play Services seems expensive and onerous. Nontechnical consumers don't see Amazon's Fire as Android, just an Android-like system that runs many Android apps. Nontechnical consumers thought the same about CyanogenMod (the Company)'s efforts. Samsung's Cold War seems so desperate, from the outside, because they are trying to walk that fine line between remaining a consumer Android and yet still distance themselves from Google's control.