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Their "data" appears to consist of screen-scraping advertized product prices from local ads in different cities. Which of course completely ignores the fact that most Kindles are sold BY MAIL from Amazon. And explains why their neat little graph rates the Nook as "more popular" than the Kindle: it probably is, when you ONLY look at the number of stores advertizing it for sale.
tl;dr: their study is garbage.
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