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Not really. Probably half have been "already free books", many of the others have started out exclusive, then been matched (reporting the price to Amazon seems to help speed this up, especially if done by several hundred people). One exclusive has been the books published by B&N - the B&N Classics and I think Sterling.
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Well I admit, I've only been following B&N's Free Fridays for a few weeks, now.
Either way I don't feel too restricted... the B&N books convert to mobi files for my Kindle quite nicely.