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While we could definitely see them do different things to of get kindles into more people's hands, the simple fact of the matter is that the e-ink devices are selling very well at the current price not to mention that their approach with apps also gives people other options too.
One thing that wouldn't surprise me is if they did something along the lines of including a discount card with each kindle, have it offering 10% off per ebook order up to the value of the kindle, human nature is such that people would tend to spend a bit more than usual to get as much value out of it as possible so while their profit per book would drop they would still be profiting per book and their volume would noticeably increase too.
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