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The biggest advantage of Amazon, especially with the 3G Kindle is that it's all so easy. Browse the bookstore on the device, click a button, and a minute later you're reading the book. Amazon aren't just selling you the reader, but the whole "infrastructure", and more than anyone they've got it right.
You're absolutely right; if you're willing to strip DRM, and if it's legal where you live (it isn't where I live, for example) there's no particular advantage in one bookstore over another; they all sell pretty much the same books. But it's a lot easier not to have to have all the hassle of removing DRM, even if it is legal.
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