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It doesn't look like Sony is selling any new content or something that can't be purchased elsewhere like ereader.com or powells.com. The prices appear to be 20% off the list price (also similar to powells but not as cheap as publisher prices at SimonSays). I did like the bundles where you can buy three books or more of a particular author at a discount. IF I buy the Sony Ereader, I would probably continue to buy the MS Lit format for obvious reasons and convert to RTF.
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