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As far as doing it late, well, early on they wanted to push the hardware more so than the books. Now that the market is getting bigger, and the early adopters have been buying the hardware, they're starting to go after mainstream. Mainstream isn't as willing to shell out much money for a gadget, so they have to be enticed. If you start getting them reading on their computers, you can talk them into reading on a device that makes it easier and is better suited to it.
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