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Via wikipedia: In marketing strategy, cannibalization refers to a reduction in sales volume, sales revenue, or market share of one product as a result of the introduction of a new product by the same producer.
So, if I would have bought the paper and now I am not and am buying the ebook instead, that is cannibalization. If there was no hope I would ever buy the hardback (indeed, I have never bought a hardback novel in my life, I would get from the library or read paperbacks) and now am buying a product instead of buying no product at all, that is an improvement, not a cannibalization
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