We recommend the 3G primarily to those who want to buy books from B&N but don't want or have a wifi router at home. Otherwise they can pop into the store or use their wired computers to buy the books and sideload them until they get to a wifi location.
I feel the nook web browser was an afterthought. It was added on the 3rd update along with games so you'd have some small way to connect, but was not designed for heavy web browsing or downloading. I never use it and instead use my phone for the web.
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