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So you bought an electronic book reader but still thought you needed/could go to a physical store to buy electronic books? After your ebook purchasing adventure, did you go to an HMV and ask the sales staff which shelf they kept their MP3s on?
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But wouldn't it be nice to be able to browse in a book store, take a book up to the counter and say, "I'd like the epub version of this one, please." You hand them your ereader and they load it for you on the spot.