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Ever hear a Chevy enthusiast and a Ford enthusiast argue for their brands? The sentiment is universal. We choose something and therefore we have some belief that is was the best in some way (price, performance, or whatever). It is more natural that there be cut-throat competition than to all link arms and sing Kumbaya.
Look at it this way, if there was not such competition and drive to be better than the next guy we would not have evolved our beloved e-readers by now. The horse and buggy was good enough, right? No. Killer devices stalking each other down dingy retail corrodors is how we progress.
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