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I suspect it also became a problem that the game appealed mostly to those already buying their books (and most became frustrated and quit, after leveling out, which limited growth as newcomers balanced those leaving).
It did, for a while, get a few books out to new people - but they can probably dwarf the entire campaign by simply picking any one book to discount or offer free at Amazon (and they should be able to add their books to the KLL, the same as any other small publisher, which gets them 5 free days and 90 days of rental income).
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