I would imagine that anyone with a Kindle Fire HD would want to protect it as well as they could. Whilst not as expensive as an iPad, it would still be a pain if it got scratched or damaged.
This case is a great solution to protect your Kindle, especially as the official case from Amazon is nearly double the price (although I haven't used one of those so I can't comment as to whether it has added features that this one doesn't).
The Kindle fits in the case very well although, as many other reviewers have already stated, the case will only fit the Kindle Fire HD, the standard Kindle will not fit as it is a different size.
The stand feature is great for the landscape view although it does not work if you want the Kindle upright (to read, for example). Personally I read in places where a stand would not be useful at all so this isn't a problem for me.
A lot of people have complained about the feel of the materials used to make the case but you get what you pay for. If you want a case that looks/feels nicer then look somewhere else. I don't have a problem with the feel of the case, it does its job and that's all I want it to do.
If you're happy with a simple case that does its job then look no further. This is a great case for the price and I would happily recommend it.