Well, that didn't take long, did it?

Less than one day removed from Apple's media event on Tuesday where the company unveiled its new line of iPads and other goodies in time for the holiday shopping rush, one of the iDevice-maker's leading rivals is stepping up to take a shot at the iPad Air.

On Wednesday morning, Amazon fired off a not-so-subtle barb at the 5th generation iPad by suggesting that its new Kindle Fire HDX is "lighter than Air." That message was boldly plastered all over Amazon's home page today, generating a lot of buzz about the fast