Amazon takes the proprietary route with its Fire TV set top box and gives consumers one more choice that won’t serve all of their needs.

I’ve always admired Amazon for their customer-centric view of the world. Their online shopping experience is second to none. Their customer service is superb. Their dedication to creating devices and services to meet the needs of their customers has always impressed me – especially given that the hardware space is so competitive (and littered with failures).

So I was really keen to find out what Amazon’s latest toy, the $99 Fire TV set-top box had to offer. Even though it isn’t available to Canadians currently, the U.S. version is likely a very strong indicator of what we’ll get when it arrives.

Sadly, what we’ll get is a series of compromises.

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