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Some books are discountable in some countries and not in others, for someone who waits until there are discount codes available before buying any books this can make a big difference.
To give an example, Tor books are discountable in NZ but Orion books are not. Some books are available here in both Tor and Orion editions, with the Orion edition selling at $16.99 and not discountable, but the Tor edition of the same book selling at $7.99 and discountable. So when there are 30% disount codes available the Tor edition will cost $5.59, less than one third the price of the Orion edition.
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