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Well, though it may have been said before, I'll say it again.
When a consumer buys an ebook or any other product consisting of "Artistic Expression" in any form or format, they ONLY Buy the Right to have a copy for personal entertainment, meaning the right to enjoy the item. the Item itself Remains the Property of the Creator (in books, the Author). Plain and simple.
Now comes the right to transfer it from device to device ... that is entirely up to the consumer, as long as it remains "FOR OWN USAGE" only ... meaning it is NOT transfered over to any 2nd individual ...
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