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Expand the market for ebooks to more than avid readers who read enough to own a dedicated reading device, or to have been reading on programs on their PCs, PDAs, smartphones etc.
It's no threat to e-ink devices as there's a sizable niche of avid readers who need the screen, battery life etc.
And anything that expands the market for ebooks to more casual readers is as good thing as it means better selection and prices for everyone.
People who buy this will buy more e-books, magazines, etc. than people with laptops and netbooks and the form factor will be much more comfortable to hold and read. It's terrible trying to read on a laptop on your lap, can't curl up with it in bed easily etc.
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