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The only thing I hope that comes of this is allowing people to use the 25% off coupons that they get on eBooks....not being able to do that really kills brand loyalty for me.
If say I buy alot from B&N and they give me 25-30% coupons all the time, I will still shop there...if I can't use them on my eBooks, then I go elsewhere depending on DRM etc.
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