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I got a Nook as a gift and was using that happily but got a Kindle because Amazon offers some good deals. It was worth it. I even upgraded my Kindle. They don't need to offer this service to everyone. If it's a good service (I think they need a better selection before I'd call it that, but I imagine they plan for it to improve) then people will get Kindles to use it. People choosing their first e-reader will be more likely to choose a Kindle. People with other e-readers will wonder if it's worth moving to Amazon, or getting a second one to take advantage of the deal.
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