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It was always to provide your books everywhere even if you didn't have a wifi connection.
Amazon offers the data network for free, and just charges you the cost of the 3G hardware.
Amazon's goal wasn't to get everyone to buy the Kindle Paperwhite "because I get free browsing funded by Amazon". They don't make money selling Kindles, they make money selling books. They offer you the option to GET those books anywhere, without relying on a wifi network. What monetary benefit does Amazon get by funding peoples' internet habits? They are not a charity. They are in the business of selling books -- that means making those books accessible anywhere is good marketing.
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