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Amazon would probably allow existing Fire owners to opt-in and opt-out, like they do for the full-price owners of Kindles. Ad-supported Kindle owners pay the difference between the SO and non-SO version to be able to opt-out.
I have a Kindle Keyboard that I bought the first month that they came out. I've been opting-in just so I don't have to look at the dead authors (especially Emily Dickinson). When I get tired of the ads, I just opt-out.
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