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I see Amazon as seriously moving to Prime as a multimedia one-stop subscription service. They are developing their own movies and signing their own authors, so perhaps the longterm goal is to create their own exclusive content as well as supplying the content of other companies, so they may even out-Netflix Netflix. They already have about 130,000 books exclusive to Amazon as part of the Select program available to Prime members (of course, one checkout a month is a long way from unlimited checkouts, but surely that day is approaching).
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