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i think with ereaders the size of books also seems less daunting.
it may sound silly but i'm sure there are people out there scared off by what they perceive as doorstops or books that are too short with the argument 'ah, i'll never finish that' or 'i'll finish that in an hour' and they pass it by. books seem far shorter, less daunting and they fly by in e-format because of a real lack of visual progress. those numbers could mean anything and are less intimidating than looking and seeing you've got 500 pages left to go.
like i said it may sound silly but i think there are people out there genuinely afraid of books.
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