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As it is, Amazon states they sell their Kindles at cost or less and use them to sell their other products. Thus, there is no incentive to produce Kindles to meet the needs of customers not buying other Amazon products.
My Kindles are really just an opening for me to buy all their other consumer products. I can access their store on impulse and buy other items. Those, who buy most consumer items elsewhere, are not going to like Kindles as much. This problem is especially difficult for Calibre users who prefer to buy eBooks at store fronts other than Amazon and for iTune customers who buy all their songs from Apple.
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