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It could be the same reason that Apple is a success. To sell stuff to the people who buy their products.
Motorola, Del, Samsung, HP, and others are trying to sell A tablet. Apple is selling, or rather re-selling (Hosting?) apps, ebooks, music, etc.
If Amazon sells me a tablet, then I may buy - apps, ebooks, music, etc from them. Over the lifetime of the unit they'll make back any discount for the reader/tablet.
It's already been talked about how there are many people with Kindles who buy exclusively from Amazon. And some (hopefully only a few) think that you can only get books from Amazon.
Where it may all fall down is that if it is an open system people can get stuff from other sources.
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