The biggest problem
I'm invested in Amazon's infrastructre, I have their credit card, Prime, a Kindle Fire HDX 8.9, my young son has a Kindle Fire HD 8.9, I have a FireTV box. Honestly none of that "problem" bothers me, nor does lack of access to Google Play store (installing any available Android app is simple on my Fire HDX, and it's not "rooted" and Google Chrome is it's default web browser). The Amazon app store is available on essentially every device I use (I own no Apple product), and once I make a purchase there the app/content is available to all my devices (even my BlackBerry!), so for me that's WIN with respect to this phone. No, the biggest "problem" with the Fire smartphone is the AT&T exclusivity. If I wanted a Fire smartphone I'd have to talk my wife into buying a new iPhone and us switching off of Verizon, neither of which for me are within the realm of possibility. For launching this phone as a AT&T exclusive I'm really disappointed in Amazon.