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How many people have you 'converted' to ebook reading?
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For that to happen, people I know would have to be fond of reading in the first place. I might gift my aunt a reader, but I'd have to load it up with books first. I think the Kindle WiFi/3G SO + $50 worth of ebooks would be a good Christmas present.
Those I know who are voracious readers, they already read on the PC. A dedicated ereader or a multi-purpose tablet, though, is a bit too expensive for them (I think they're usually double the US prices). Besides, aside from the classics and public domain stuff, there's nowhere buy ebooks in my country (albeit, piracy is rampant).