I won't buy such a thing, no matter how good a device it might be otherwise. Putting ads front and center means whoever's writing the checks for the ads has the first say on the device, not the person holding it.
I won't be buying a new kindle in large part due to how disappointed I was with the first Fire. The ads are the final nail in the coffin though. While I've read a number of people writing positive things about the ads (coupons for amazon mp3 etc) it's still not something I care to see on a device I'm spending hundreds of dollars on.
This is what I like about Android forks! Who wants that boring dull stock Android lockscreen? Let's have some ads in there.