The Amazon Kindle Fire is what the tech world likes to coin a game-changer. A gadget with the potential to irrevocably alter a sector of the market to the point of no return. A fully-fledged Android tablet with a top-level ecosystem of multimedia content for less than half the price of its competitors isn't just changing the game, it's changing the entire sport. The long-awaited, 7-inch, Android 2.3 Gingerbread tablet, which Amazon has been diligently plotting for the last couple of years off the back of its Kindle e-reader successes, also arrives at the perfect time with the tablet arena at a crossroads. Despite a flood of Android Honeycomb tablets arriving throughout 2011 offering stiff critical competition to the iPad, nothing has really stuck with consumers who still, by-and-large, see Android tablets as poor-man's iPads for the rich-man's spending power.