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People are giving them as gifts now. I had one co-worker just approach me about where to get free books for her Kindle Fire. She got it for Christmas and was just pulling it out of the box. So people who were not motivated to get and e-reader, because they don't read much or because they like paper books, are starting to get them as gifts. It will be interesting to see how the average books purchased per e-reader changes due to this.
I also think that the numbers reported here might be lower. I don't think that they would include books downloaded for free from sites like Mobile Read.
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