I like it quite a bit. So much (now that I've sideloaded a bunch of non-Amazon apps into it) that I'm considering selling my iPad 2 and relying on the Kindle Fire as my only tablet.
It's not as good for media creation as the iPad 2, but I have a laptop for that. What the Kindle Fire is good at is being small, lightweight, and easy to tote around. The iPad is just a tad too expensive and large to be good for dragging with me everywhere I go.
And bonus: I can finally dump iTunes.
The only thing holding me back is that I have a lot invested in iOS apps. However, many of those apps have free alternatives on Android, so it doesn't hurt quite as much as I thought it might. I'm going to give it a couple weeks and see how well the Fire holds up as a primary device.