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I don't think e-ink will go mass market until the screens are bigger, cheaper and color. Most people read more magazines than novels and they won't pay $300+ for a device with a 6" black and white screen. The Apple market are the same folks we see commenting over at places like Engadget and Gizmodo every time an ebook device comes up along the lines of "What do you mean it isn't color? How can you watch movies on it?" They don't see the value in the current ebook products.
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