It seems like poking fun at each others products is becoming a regular thing for technology giants; Samsung and Microsoft / Nokia have been the culprits to name a few. This time it’s Amazon trying to degrade the iPad Air with it’s new Kindle Fire HDX 8.9. A functional approach correctly points out 3 benefits of getting the Kindle Fire HDX 8.9 over the iPad Air, to put things into perspective: The Kindle Fire HDX 8.9’s screen is of higher quality as compared to the iPad Air It is 20% lighter than iPad Air It is cheaper ($379) than iPad Air ($499) Though I like the straightforward approach by Amazon that quickly establishes why the Kindle Fire HDX8.9 is better than iPad Air, but a lot of mock-vertising has already been done this year.