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I would argue that buying from Kobo or BN or whatever e-bookstore you by from is easier. Amazon is simply one books store. I don't want to have to go looking at 6 or more different stores to buy my books. I don't want to have to worry about getting those books into my Amazon account so I can read them easily on my Kindle. I don't want to have 6 accounts and 6 more people with information that they can use to spam my email account. I am going to guess that most Nook and Kobo readers feel the same way and that most of them buy the majority of their books from BN and Kobo, just like Kindle readers tend to buy their books from Amazon.
And there are plenty of non-Kindle owners who shop at Amazon and simply remove the DRM and convert the files. Why do they shop at Amazon? Because Amazon tends to have what they are looking for and they don't want to have to search a number of different stores to find what they want to read.
Point being, many folks are not going to want to search 6 different stores to find a book to read. Most people like the convience of one stop shopping and will be annoyed if the BPH open their own bookstores and operate like Pottermore.
I did not like Pottermore and was very annoyed that I had to go that route. It was inconvient and annoying.
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