Most people that own an e-reader that is tied to an E-book store probably do not sideload e-books from other stores (or even know that is possible).
I have noticed myself that since buying my first Nook e-reader I have been buying less and less books from Baen, because there are so many ebooks already available on my Nook (or just a few mouseclicks away from buying and downloading from the B&N store).
So I think it is a good thing for Baen (and Baen authors) that their books are now available at popular E-book stores like Kindle, B&N and Sony.
The whole E-book world has changed a lot since the time Fictionwise and Baen were the main suppliers of my e-books, and all books had to be sideloaded.
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