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Part of the thing is that retail stores don't really sell anything that a consumer will buy beyond the e-reader.
I mean, they sell stereos, but they also sell cds. TVs and DVD/Blu Ray players, but also DVDs and Blu Rays. Video Game consoles and lots of games and accessories.
When Sony tried a digital download only version of their PSP, some retailers wouldn't carry it, or wanted a higher price on it, to make the margin for them bigger (which ended up with the thing flopping spectacularly, or at least helped it to).
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