Amazon announced updated Kindle Fires last month, and one of the key features of the HDX was the "Mayday button." These tablets have a button that, when pressed, will initiate a video connection to an Amazon support technician1. The Amazon tech will be able to guide you, and, if needed, draw on the screen to help you along. They can even remotely control the device.
This is fascinating for a few reasons. One, it shows that Amazon has a giant pair of balls that it isn't trying to hide. Mayday only works if there are enough reps available at any given time. Amazon doesn't release Kindle sales numbers, but they have to be selling a lot. Ensuring that Mayday works as intended means a big investment in support techs. That's both awesome and terrifying. Do you really trust Amazon that much?
It's also fascinating because Amazon is admitting that their devices aren't as easy to use as the iPad. Very few people really have trouble figuring out how to use an iPad. It's very intuitive to use. Android2 devices are getting better, sure, but they simply aren't as easy to learn as iOS devices. By adding Mayday, Amazon is admitting that to the world.