Amazon backtracks, will offer $15 opt-out for ads on Kindle Fire tablets

"I wanted to let you know that with Kindle Fire HD there will be a special offers opt-out option for $15. We know from our Kindle reader line that customers love our special offers and very few people choose to opt out. We're happy to offer customers the choice."

The ensuing reaction on social media was, suffice it to say, mostly negative. Even though it's widely understood that the sponsorships help keep the Kindle prices low, the lack of choice struck a nerve with potential consumers.