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For me convenience beats free.
I want to be able to have access to the music/books/video I want on any device easily and cleanly without set up hassle. I'm willing to pay for that.
Downloading a video or book and having to convert it into this or that format and worry about viruses and all the rest of that... no thanks.
On the other hand I get really angry when I buy a book in a particular format and then can't read it a couple years down the road because my new device doesn't have a reader for that format...
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