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Multiple ebook stores. For one thing, different ebooks stores have different approaches and different ways of browsing. The three major ones I use are Amazon, Sony and Baen. Baen is of course a publisher, but it's also an ebook store for several small publishers. If you like the style of books that publish puts out, then it's a good place to shop. Amazon goes for volume, but it's most useful if you are looking for a specific title or author rather than just browsing. Sony use to be better at browsing, but now they have started to allow independents, it's become more difficult to wade through the drek to find the books that I'm interested in.
My basic point is that people have different ways of shopping, thus not everyone likes the same store.
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