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They're the ones who clearly haven't been paying attention. Readers are far too expensive, especially given that they are not necessary just to read an e-book. And there's nothing compelling about them besides. Even if e-books cost less, I'd still need more of a reason to buy an e-book reader, considering I can read from my PDA.
So far, Sony and Amazon are making the same mistakes as every other e-book hardware seller before them, and outside of these forums, no one else even knows who those other guys are. It'll be e-books themselves that save their own market, but at this rate, the readers won't help.
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