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I give Amazon credit for business savvy. Releasing a "me too" LCD-based color tablet seems rather pointless; there are already plenty of color LCD devices that can read books sold by Amazon. However, being one of the first to release a reflective color (Mirasol etc.) device, coupled with a lot of new color content (graphic novels, magazines, cookbooks, travel guides, textbooks) . . . now you've got something to take the market by storm.
Say what you want about Apple, they're not big on releasing "me too" devices. The folks at Amazon are smart enough to take note.
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