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I asked her how many people call in for replacements, and she said it was her understanding that ~10% of Kindle owners call in (actually, she said ~90% don't) and that often it's due to user carelessness but they usually do replace them.
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Interesting data but I'm not sure if I get it right. Do they replace one kindle from EVERY 10 or one misused kindle from every 10? The first number seems too big to be true and I can't imagine how they are tracking in the second case.