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If they get this right, and Amazon often do (eventually at least), they will set this up so that the content is delivered automatically on the date that you specify, along with a message. So you can have content appear on someone's Kindle with a "Happy Birthday" message or whatever.
It appeals to me because I often use wishlists to give people ideas of what to get me as presents, and often want books - but I don't really want pbooks if at all possible.
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