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E-ink is terrific for avid readers. Good for formerly-avid readers who stopped because books got too expensive (there's no shortage of free & cheap great ebooks), or because their eyesight reached a point where they had a choice between "books they need a magnifying glass to read" and "books they need a shopping cart to carry."
E-ink is not particularly good for people who don't care for reading, who thought that having a shiny techtoy would turn them into readers. It won't. It's still reading. If they don't like getting their entertainment from words-onna-page, a Kindle isn't going to change that. (Neither is the Fire, but they don't need to read words to enjoy the Fire.)
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