I know. However, again the Kindle is cheaper and it will probably rooted in the near future (where hackers have a will there is a way).Nook Color is $249 now, but its a e reader tablet. It actually uses Android OS for the tablet portion, Amazon Kindle Fire is not. Also, Nook Color is currently "rootable". I know a few folks who have rooted their Nook Color which makes the Nook Color an actual 7 in Android Tablet for $249.
I'm sure there are people who will choose the Nook over the Kindle (I'm one of them) but it's going to be a lot more who are going to pick the Kindle because of price.