I think the word "study" is being somewhat abused here! The amazing thing is the 21% of people (excluding those not interested in a tablet right now) who wouldn't want an Amazon tablet comparable with the iPad for half the price. That's an expensive logo!
On a separate note, as an iPad owner who reads his books on a Kindle, I really hope Amazon are going to continue with an eInk product. Cheap and easy on the eye, I am very fond of mine, and I am the biggest Apple fan I know!
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