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Maybe because many of the other features the Kindle has may be more important than page numbers to them. Personally, I don't like the system either uses. I'd rather see things marked by chapter and paragraph numbers. I don't want a page number to change based on font size. I want it to refer to a location in a book but I think chapter/paragraph makes it easier to convey a location to people reading paper books or other devices. However, if the Sony had that, I'd still choose the Kindle because I don't want to give up search, dictionary lookup, or the convenience of the Kindle store. It's a lower priority item to me.
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