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A very interesting question! I am surprised they are not spotted more often. I saw a Kindle 1 once when they first came out - a lady reading in a deli at lunchtime. I saw a Kindle 2 while sitting in an airport lounge a few months ago and somebody else on that same flight also had one. I haven't seen any in coffee shops around me. Macbooks are the must be seen with gadget at my local Starbucks. I haven't seen any iPads in the wild yet either. I see most people playing with their cell phones while waiting. I still get funny looks by people when they see my ereader. I try to sell as many people as I can on the ereading benefits!
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