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When you buy from a brick and Mortar store the unit will not be setup until you charge the unit via USB or the included charger and setting the unit up with your email/amazon account. When you purchase the unit at a cash register via Best Buy, Target or Staples Amazon has no idea who you are until you set the account via the Kindle interface. You loose no benefit at all except the additional step of setting the unit up yourself, which take all of 10 seconds to do and is very straight forward.
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