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I would agree that it's the service, but that service is enabled by the right software architecture/approach. That is where Amazon got it right, but I also agree the complexity of deploying a similar model globally without the end user having additional costs would be difficult, but it could be done. For example Amazon could develop agreements with the carriers that gives them a few cents per MB of data for the downloading of a book. Just one example of how a business model could evolve. It will be interesting to see which way this goes.
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