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Amazon’s special messages to customers on its home page are usually very upbeat, touting the latest products and services from the company in positive tones.

But the message appearing right now on Amazon.com is anything but polite, starting off with a quote from Gizmodo calling Apple “ballsy” for “cramming a worse screen screen in [the iPad mini], charging more and accusing others of compromise.”

That’s followed by a side-by-side comparison of Kindle Fire HD and iPad mini specs and price, under the headline, “Much More for Much Less.”

Here’s what it looks like. Is this the new “Amazon way,” and if so, what do you think?

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