This is the first time that Apple's facing some marketing competition from others. Also, first time, it's let itself be in a position where folks can point fingers at it.
Also, can we admit that if 7" tablets are a category of their own, this is the first time Apple's not created the market for it (in fact scoffed at it). (Yes, I know that Apple does not believe it has made a 7" tablet). =)
Also, the fact that Amazon went with a Gizmodo comment is just one of the subtle touches.