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Only Amazon has realised that having to tether your ebook reader to your computer with a cable or plug in memory cards creates a serious obstacle for many users.
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Having to connect your portable device to another machine to import content hasn't harmed the legions of mp3 players that rely upon doing exactly that.
Mobile data transfer has it's place; it's a great way of getting time sensitive content (such as newspaper articles) onto a device, and it has allowed Amazon to create a compelling "sample then purchase" sales model, but I disagree that having to connect the device to a computer to load books is a serious obstacle for many people.
Wireless transfer is a nice extra, not a must have feature. Anybody who considers it to be an essential feature might do well to ask themselves if what they really need is a smart phone or PDA rather than a dedicated reading device.