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In the UK they've done it through Waterstones - but most purchasers get the device, then buy books from Amazon, not Waterstones !
Why ? Well, everything I've price-checked on the two stores show a substantially higher price from Waterstones ........ and in these times, that's a no-brainer.
So Waterstones, having taken a small cut from selling the device, are not a lot better off, I'm sure - and have introduced a lot of new buyers to Amazon !
I fear this was a very sad move by the UK's last major independent bookseller .
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