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i am surprised that few people are mentioning one of the most important aspects (for me).
Content & Convenience - that's the killer argument for me.
if i know that i can get _most_ of the books that i want to read on Amazon (without spending time with DRM/format/whatever fixing), i am willing to pay more and give up some of the other features.
having tried different plaforms, at the moment amazon/kindle is THE place where i can get really most of the stuff that i want.
there's maybe 5% of the books i want, not available on kindle. for the other platforms, it's 50%.
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