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Sony uses your email address to set up your account with their reader software. That is "hooked" into the ADE ID they establish as part of the process. My experience has been that if you have ADE on your desk with the activation/registration of your choice, the Sony store has a hissy and will not allow you to purchase a book. I don't know what happens if your Email address registered with SONY store and your ADE address are the same.
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