I’ll bet you all thought I was going to use today’s post to talk about Amazon’s amazing, astounding, [insert your own superlative starting with “a”] Fire TV.

Sorry.

I am going to talk about Fire TV, but–not to give away the surprise ending of the post–I don’t see anything there that warrants those “a” words.

For those of you who don’t obsessively follow the tech news,* Fire TV is Amazon’s entry into the “set-top box” space. Pause for question: why do we still call them “set-top”? I don’t have a single box small enough to fit on top of my TV. Even the Raspberry Pi is too big–and my TVs are far from the latest, skinniest models. End of digression.

* Frankly, I hope that’s most of you. Better yet, all of you. There are plenty of more worthy objects for your obsession. Off the top of my head, how about baseball, cats, and food?

Fire TV is mainly intended as a media streamer, competing against Roku, Chromecast, Apple TV, and their ilk. Naturally, the focus is on Amazon’s own video offerings, though other sources are supported. Since other streamers also allow you to play your Amazon videos, the Medium A* needs to give you a reason to pick up their box. They’ve got three: UI, instant streaming, and games. Let’s take a quick look at those in reverse order.

* The Big A is, of course, Apple. How much of Amazon’s aggressive moves into spaces Apple controls is simply a desire to swap nicknames?

• Games – Yep, it’s got ’em. In theory, since the Fire TV is running Android under the glitzy UI, it should be easy for developers to port their existing games over. In practice, Amazon heavily customizes Android on its tablets; there’s every reason to assume that they’ve done the same here. That could plant some significant landmines under developers’ feet. On the other hand, Amazon has a slick-looking game controller available for a mere 40% of the cost of the box. If they sell enough controllers, the size of the audience demanding games optimized for the controller would be a powerful incentive for developers to dance in that minefield.
• Instant Streaming – This may prove to be the big winner for Amazon. The Fire TV caches heavily. That should cut down on streaming failures and “Buffering…” delays. More immediately visible to users, however, is the device’s predictive caching. It predicts which videos you are likely to want to watch next and starts downloading them before you even make the selection. The result is that when you do hit “Play”, the video starts instantly. As long as they don’t pre-cache so heavily that they blow through users’ bandwidth downloading video they never watch or interfere with their other network activities, instant streaming seems likely to grab a lot of eyes.
• UI – Amazon is proud of the interface they developed for their Fire line of tablets. It’s graphic-heavy, puts their own library of titles front and center, and pisses the hell out of Google. What’s not to like? They’ve brought the same visual interface over to the Fire TV (suitably modified to allow for the fact that few TVs are touch-ready) and added voice searching. Speak into the microphone built into the remote. Your voice is uploaded to Amazon, stored, voice-recognized, and (in theory at least) appropriate search results are displayed*. The problem is that the market isn’t as excited about the interface as Amazon is. Despite Amazon’s mighty marketing muscle behind the Kindle Fire, they haven’t grabbed a major share of the tablet market. Even with a significantly lower price than the iPad, people are not flocking to Amazon’s offering. Even if one ignores Apple, Amazon isn’t dominating the rest of the market: Samsung and Google are at least holding their own.* I’m sure the NSA is salivating at the thought of a microphone in every bedroom and living room in the country. I’m sure they’re equally happy about the microphones in Xboxes and PS4s, but the key difference here is that Amazon will store recordings without anonymizing them. That’s so they can personalize the voice-recognition and improve its accuracy over time. Amazon’s customer data is already a huge target for criminals (and probably the NSA too, though that hasn’t been proven). Adding more data only makes it more desirable and harder to secure.

Bottom line: It doesn’t offer the ability to mirror your phone to your TV as Apple TV does. It doesn’t currently have nearly the same range of video sources that Roku does. It’s three times the price of Chromecast. But it may have found a sweet spot in the middle of that cluster. If you’re in the market for a media streamer, the Fire TV is certainly worth considering. Just don’t go applying all of those superlatives. It’s not at that level, and may never be.