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I think eventually the ereaders will dwindle down to 2 or 3 large brands, Kindle, Nook and Sony.
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There is room for more than 3 brands. Hey, look at the mp3 player market. It's still quite diversified, even though some seam to think it's limited to iPods in the market.
In lots of country, e-reader and e-reading are at the beginnings. US being a bit of an exception. Who knows what's gonna happen ?