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One thing that's always overlooked. Many folks don't have standalone readers of any kind, yet use the free PC equivolents. I know some of these work on other devices, but I am on about those who sit at the PC / Laptop to read, there are millions of them. Yet - for many years they would not have considered for one moment buying any download of any type, yet they will now buy from Kindle, and buy epubs from other outlets. They could have easily bought a PDF from Lulu or tons of other places, but did not and still, even now, do not. There has to be a reason for the change. If that can be identified and acted upon, then this is one area where alternate outlets could sprout up. It wouldn't solve all of the issues raised here, but it will help.
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