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I am a bit mortified with the pricing as well. I just bought a nook for my daughter for Christmas and I went to load a few books on it for her, and I noticed that while B&N is charging $9.99 for many books that retail for under $7, amazon has the kindle version of these books for $6.49.
I picked the Nook for several reasons, but now I am starting to think that the Kindle would have been a better option for book prices alone.
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