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Originally Posted by LDBoblo
However, since the iPad is an ebook reader
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The iPad is a multimedia tablet that also happens to have an ebook reader app. I'm not saying that's a pro/con, but I wouldn't call my PC an "ebook reader" either, although it's just as much of one as the iPad is.
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After buying an ebook reader, some people don't want to buy another one. Seems reasonable, though a bit out of character for the Apple buyer stereotype. 
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I would imagine that the majority of iPad owners don't care about eBooks.