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I can understand why they would have such a restriction naturally, but they're practicing very deceptive marketing strategies from my standpoint. The normal user would never read closely enough to even see that line on the Amazon guide, and they don't bother to ever mention it again on that page, clearly for a reason.
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How can it be a deceptive marketing strategy? It's been common knowledge long before they put the feature into effect that it was going to be a one-time-ever-per-book scenario. It would be silly to assume that Amazon would allow you to lend the same ebook ad-infinitum (even if it were only one user at a time). They are in the business of
selling books, after all.
You're just mad that you forgot to look before you leapt.
