Yeah, nothing surprising here. By this logic, since most of the revenue comes from ebooks, they should have stuck to selling normal Kindles.
I suppose app and streaming video revenue will grow over time.
Half were gifts. This is a crossover device, at least in grandma's opinion, and she chose it over other pads. Even if its worse than a 'real Kindle', the point is the Fire got a sale that probably would have been lost to a nook etc.