I don't get what the big deal is.
The award clearly said "...So Far" which obviously implies that it could be temporary, depending on whether or not a better book comes out. It did, so her's is not the best any more. So what?
I'm sorry, but the title of this thread is very misleading. I thought this was going to be another National Book Awards, instead it turned out to be Amazon doing precisely what they implied they would.
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