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3 people where I work (that I know of) have Kindles. I see another regular at a Thai restaurant I frequent also has a Kindle. Don't encounter too many people walking around with their expensive iPad toys.
I take my NOOK practically everywhere, but have yet to encounter another owner outside a B&N store.
Took mine to the beach once, but even with a water/sand proof cover, I think it was a little too hot to be subjecting my device to those conditions.
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