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The top news this week was undoubtedly the fact that Amazon has finally gone to marketwith its hotly anticipated over-the-top (OTT) set-top box, dubbed the Fire TV. At $99, the tiny box directly takes on both Apple TV and the Roku 3, but it packs in a series of differentiators that Amazon is banking will be enough to make the gambit a success. But analysts were mixed on the outlook for the device, to say the least. In fact, some were downright negative. As Stock Trader Daily analysts put it rather bluntly, “The introduction of a set-top box by Amazon is a huge disappointment.” Investment firm Alcaraz on the other hand said that Amazon could have a winner on its hands: “The Fire TV offers more features than other existing streaming devices. It has the same price that of the Apple TV, but Amazon's product has better technical specs and offers more features.” Which will be the right assessment? The answer likely falls somewhere in the middle, given the level of thirst for streaming.