Amazon needs an icon on the Kindle Fire that says "store." They want to use this as a gateway to get you to go to Amazon.com and buy all sorts of other things besides apps. Google is making a push in music and video (through YouTube), which is starting to tred on Amazon's territory and core businesses. Amazon can't cede the entry point to the store to someone else. They want to own that entry point, and that will be an icon on your tablet's home screen that says "store."