Yeah, but in a brick or mortar store it is against the merchant agreement to force such a fee. Places that go ".30 cent fee for purchases under 2.00" for instance, are breaking the contract with the credit card company. They generally force parity with whatever other forms of payment the business accepts.
I'm just curious.... I tried to download a free ebook and was informed of this fee, and even willing to do it, paypal didn't want to go along with it so it's all academic.
Using their site in the eReader iphone software is a giant pain in the butt, btw. Except for downloading what you've already bought - that works well.
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