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My first thought when I saw this commercial was -Don't fold over a page! You're damaging the book!!
When I first got my ereader and told people, no one seemed able to differentiate between a nook and a Kindle so I understand why Amazon is trying to build brand recognition. The ad people mention most to me is the one where a girl is on the beach reading her Kindle in the sun. They want to know if that is possible.
Where are the Sony ads for their products?
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