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Okay, I'm going to go out on a limb here, and admit that I buy a lot of stuff on Kindle that I'd be embarrassed to be seen reading on the bus. Also, I'll take chances on e-books that I won't on paperbooks.
But there's another factor here. When I go into a bookshop, there are usually only a small number of novels that I'd particularly want to read. When I go to the Kindle store, my only limit is how much time I have to read them.
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