I've only aware of buying an ebook twice. It was "Outliers" I bought it in PDB and Mobi.
Then I lost the Mobi when fictionwise lost their MOBI license.
Hey what about the option for forgetting that you bought the book and complained to customer service you did not buy the book. I've actually did this twice. Both times I was buying the book for my niece/child and forgot I did so.
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