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I didn't mind the first incarnation of WOWIO, where the ads were like a bookplate. I was more annoyed by the fact that they thoughts PDFs were books than a single page saying "This book is a gift to {my full name} from Verizon" stuck in front of the table of contents. But I wouldn't want more than that. Paging through 20 of those to get to the TOC would put me off. So would anything popping up between chapters and breaking my book trance.
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