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The ebook reader market at the moment is based on future sales of software (ebooks), not on selling the device itself. The same way that a games console facilitates the sale of games to play on it and that is where all the money is made.
If all you had to sell was an ebook reader, what would you do for your income once everyone who wanted one had already bought one? All you could do is improve your design and hope that enough people think it is worth upgrading. But then all those upgraders would flood the second hand market with the older model and you would lose sales through that.
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