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teh critical issue for Amazon and the Kindle is not about manufacturing. It is about understanding what business they are in. Amazon uderstands that its business is selling books (either as physical goods or as information, atoms or bits if you will). It is not in the business of building consumer electronics, which is quite specialized. It therefore makes perfect sense to outsource the manufacturing of the device that allows the sale of books as bits.
As an anaolgy, does your grocery store need to own and operate farms to be able to deliver fruits and vegetables to you?
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