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To be clear, the gift card would not make the digital copy free. It would merely make the combo of buying both the printed copy and the digital copy cost less together than it otherwise would without the gift certificate.
This benefits from the the opportunity cost that is lost by not taking advantage of those who would like the flexibility of having the ability to read in either format depending on the circumstances, and understanding that very few would pay full price to buy the exact same book twice.
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