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If they want it to have an impact, they'll have to do something distinctive.
If they were brave enough, they could use their clout in the UK paper book market to get some deal from the publishers. "Give us [some ebook concession] or we'll no longer stock your paper books, and we'll return the stock of your books we currently have."
I'm thinking of either DRM-free or no agency model.
But I suspect it'll just be another "me too" ADE eInk reader.
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