I paid $70 on black friday, my daughter was in the US so she brought it back. Don't tell Lexx. I loaded kodi from the micro SD card using ES File Explorer which I so called side loaded, it really isn't an issue. I think it was a case of going to settings and allowing developer mode. I sideloaded BBC iPlayer, ITV and a few others but once kodi loaded I just use it to load within kodi. I still like having the BBC and ITV stuff even though available in kodi as it is easier to just click on 1 icon and watch than navigating through kodi. The native stuff on Fire TV works really well, much better than on kodi, so now I have to decide to pay for Hulu and Netflix and get convenience for my $ or watch for free on kodi and wait a short while for it to load. I went for the Fire TV rather than another android box purely for the reliability of the amazon brand name. I'm sure there are better units available for the same money.
