Funny story, I was at Sam's Club the other day checking out the tablets and I noticed two important things.

First, the iPad is always out front - highly visible and ready to play with. People are always stepping up and using it. The android tablets (including the Kindle Fire) were around back.

Second, a customer was playing with a 10" Android tablet and his wife came over. He commented to her something like "I like the tablet over there better" and he pointed to the Kindle Fire. The hardware is obviously not as good on the Fire, but the UI/UX and form factor seem to suit non-geeks a lot better than Android 4.0.

Also, my mother-in-law just got a Kindle Fire and loves it.

A couple data points don't mean much, but it's always interesting to see how normal people view and use these devices.