Some books, particularly ones with a fairy-tale like feel to their telling, it seems to fit very well to have "The End" - in such cases I find it is almost part of the story, if you get what I mean. But otherwise I don't really care much either way. If "The End" is used in a book that is part of a series then I would suggest that it should normally also indicate whether it is the end of the series or just that book - the two words on their own could otherwise be confusing.
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