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People really like the convenience and security of buying everything from one trusted source. See Apple and Walmart, operating from different directions.
If I can
*buy a really good tablet from Amazon,
*stock it with games and apps from a well-curated, malware-free App Store,
*buy ebooks from one quality Bookstore,
*buy movies and music from Amazon at better prices than Itunes, and
*store and stream my files and content from one Cloud Locker
*see new deals and promos to all the other stuff Amazon sells every time I unlock the tablet
Then I would never have reason to step out of the Amazon ecosystem.
Call it synergy or lockin or whatever, the business strategy seems clear.
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