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Here's a question I'd love to ask J.B.: If the point of creating the Kindle was to sell content, and you're so enamored of content sales that you're offering the Kindle Fire at a loss in order to increase content demand, then what's stopping you from selling additional content to epub-only readers, since you don't even have to take a loss on hardware to make that money?
(For me, James Bond novels conjure the image of unshaven people in hospital gowns reading mass-market paperbacks on institutional sofas while mumbling mathematical formulas to themselves, but for the rest of you, enjoy.)
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