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I actually don't mind it as an idea. Cheap, light, e-Ink and a long lasting battery. Very limited, but some aren't going to be totally put out by the limitations.
If I'm not mistaken this is a read-only device that you load the book on but then can't copy it anywhere else. It can be read totally separately from the phone only requiring the phone for the initial transfer. If that's right it sounds like an awesome way to have guilt-free ebook loaning to friends without feeling like a pirate.
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