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The name of the game in any market is "make money now".
They win whatever happens. Remember that even if e-readers fail you still have an account there(provided you buy your reader there). You might be tempted to buy something else because you have this account!
Then they have your email address, that can be profitable also.
Then if the readers are popular it's easy for them to jump in the game and set up an e-book addition to their site. What tells us it's not already in the works?
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