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Well, just in general the label goes 'up', as in towards the top of the device as it's used. Maybe it's so if it's laying around it doesn't collect dust, and it's less likely to get damaged when you pick it up. Not sure that really makes sense, though--if the contacts are on the bottom you can't see to avoid them, and they get scraped on the table etc; maybe it's more so you can see the label. In any case, since the label goes up-- not just for cards, but for CDs, DVDs, and other media-- having the cybook odd man out is confusing.
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