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I can see it now, "Teacher, I couldn't finish reading the lesson because I threw the *book* in my bag and now the screen looks like a spiderweb on LSD." or "I couldn't finish the reading assignment because the battery died and I don't remember where I put the charger."
Good idea, but they should probably start at either a High School or college setting before jumping to younger crowds. They should also do what they can to shore up the screen and make it less susceptible to damage.
On the other hand, great PR stunt!
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