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I had actually read other stories similar to this in recent weeks. Perhaps this is their way of dealing with complaints/concerns about Amazon not offering an extended warranty or repair service.
What I wouldn't be surprised is if, rather than it being policy, they consider your purchase history when making the offer. Keep in mind they are trying to grow Kindle readership and their ebook business, not lose customers. Unlike Sony who specializes in devices, Amazon is into book selling...so its good business for Amazon to replace Kindles at cost to keep selling eBooks.
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