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I bought two Kindle 3 kbd for my sister who live in Italy. They are not the most computer-literate people in the world, and they required quite a bit of hand-holding to get the Kindle registered and working properly. Once the initial hurdle was overcome, though, they both started downloading free classics and buying books. They both love their e-readers now.
Maybe it is the same with most of the e-reader gifts non-users. They just need some help getting started.
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