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You will find that prices can be more or less or the same as pBooks. Right now there are some discount codes available that save folks who use the kobobooks.com website 25% on non-Agency books. See the discount code thread.
If WHSmith operates its own branded store, you will have to choose one or the other to use for books with Kobo's DRM (kepubs) that you want to sync. You can buy the Adobe Adept ePUB formats from any place that sells them, so it pays to shop around.
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