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I know folks who love shopping at Baen and Smashwords. And there are the UK stores that sell regardless of location issues. And all the places to get free books. There are folks who have had Kindles for a couple of years and who have not bought a book from Amazon.
The point is that no one is locked into Amazon when they buy a Kindle any more then someone is locked into B&N when they buy a Nook. For all of the Nook's openness, there are still people who have ended up buying a Kindle because they can find the books they want at Amazon and not at the wide variety of EPub sites that are available to folks with the Nook. There are even topics on this very point here on this board.
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