I feel like I’m living inside the Home Shopping Network.

For a week I’ve been relentlessly buying things, downloading things, finding new ways and new excuses to purchase things I definitely don’t need. That’s what Amazon’s Kindle Fire tablets have always been for — Jeff Bezos loves to say “we want to make money when people use our devices, not when they buy our devices.” And when people use Kindle Fires, they buy diapers and televisions and music and Hi-Chews and shoes.

But this year’s $229 7-inch Kindle Fire HDX promises to be much more. When he introduced us to the new HDX, Bezos touted its class-leading spec sheet, and its refined and improved operating system. He talked about its new apps and services, even its new accessories. This is the year, Amazon seems to be saying, that the Kindle Fire becomes something more than a beautiful catalog. This is the year it takes on the iPad mini, the Nexus 7, and the cream of the tablet crop.

But if you just want to keep buying things, that’s cool too.