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I think these books with whiz-bang effects are for a different market than the small fraction of people who are regular readers. The majority of people don't particularly like to read for entertainment. When they do read, it's mostly best-sellers so that they can participate in cultural phenomena (rather than just reading for its own sake). If the whiz-bang effects can make these books entertaining enough for even part of that majority, it could be a huge, new source of revenue for the industry.
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