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Today downloading 12 MB over 3G is nothing. It will take a little bit over a minute with 1Mbit connection. While I don't support wasteful increase of data (no more 100 MB printer drivers, please), pretending that we live in the world of bandwidth scarcity will not help Amazon in the long term. Especially when the large part of would-be customers can also use Wi-Fi connection in case 3G is not available in the area.
My parents' house is deep in the woods where the signal is so bad that they can't even use a cell phone when it is raining. There is no fixed line available, so my brother bought a 3G yagi antenna on ebay, connected it to the 3G modem + WiFi router. And voila, now they have a sustained >1Mbit connection that they can even watch movies online.
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