Everyone knows Windows. But even though Android can be called almost ubiquitous on non-iOS super phones, doesn't currently have that draw and may never have. Only the geekiest of Engadget readers and your typical slashdotter go looking expressly for an Android handset. Everyone else is going for an iPhone or just "a phone."

When someone goes to buy a computer they're looking first and foremost for one that comes with the OS they're after. Windows. And they're looking most definitely at the hardware.

With Phones, most brands lack any meaningful consumer pull and generally speaking, customers are first and foremost looking at price. However, since most of these Android makers are competing around the same price points, sometimes "from free" and usually with similar enough hardware (mostly copying the iPhone at first glance), it's going to come down to what one can do over another to help a differentiate products and brands.

It's Apple's strategy and why the iPhone is still far and away the number 1 super phone in the world.

I'm sure Android is going to get better, but are the OEM's willing to wait? Some of them might prefer a head start on their competition. SOme of them will want to create something more compelling, knowing fully well by past performance, that Google is far from being a leader when it comes to UI and design. Some may want to do more than try and sell a marginal piece of hardware with a short shelf life. They may want to try their hands at creating an eco-system.

That's what Amazon's doing. And it's why they'll be far more successful than anyone else has been up until now with Android.