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If you look at the state of the US ebook market at that moment, the biggest device player was Sony and there were a few much smaller companies like Cybook and iRex. The main stores were places like Sony Connect, Books on Board and Fictionwise
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In the UK - and in France - people were talking about 'the Kindle' before you could buy one - in fact, I believe you still have to go to Amazon.com to get one - and before you could buy books for it. The store is still very restricted in its offerings outside the U.S. But it still seems to be the only ereader anyone talks about. My daily, The Guardian, is full of it - that and the iPad.
Amazon had a good, intuitive understanding of the book market from the early days. I hope they continue to maintain that understanding with ebooks.