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The thing that has caused Apple grief with regards to music is the growth of streaming music. While I might personally prefer to buy my music, I also have a subscription to both Pandora and iTunes radio. DRM really had nothing to do with that. Rather it was Pandora coming up with an algorithm that does a pretty good job of serving up music that I am in the mood for.
I could see something similar taking off for ebooks, where you subscribe to a book of the month service, or something like netflix for ebooks where you can only download a couple of books to your ebook reader/app at a time, and when you finish it, you delete it and download another one. A very large percentage of readers will read a book once and then never want to read it again. Not everyone is the compulsive collector and re-reader that I am. The market is new, so I expect a time of experimentation.
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