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Yes, the simple truth is that Amazon do it best. If someone else came along and did it better, they might be in with a shout, although Amazon have now claimed a lot of real estate and it could be too late.
I'm not that happy with the amount of control Amazon have over the market. I specifically bought a second ereader for epubs to make sure I had a horse in both races, but I still mainly get books through Amazon because it is so easy.
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