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I love when authors give away a free eBook, especially when it's the first in a series. Usually I don't buy the one they gave away, but it's often an author I've never heard of or never bothered to read and the free eBook is what often brings me to read something from that author in the first place. They may lose a sale of that particular book from me, but if I like the work, they can gain many more sales as I buy more from that author.
Unlike music and movies, a sample chapter has never really been a motivator for me to buy a particular book, and I'm sure I'm not the only one to feel that way. Neil Gaiman is an established author though, and I'm not surprised giving away an eBook for free sparked tons of new sales.
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