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In the 80's, you bought books in a bookstore, where the covers drew your eye to the books to make them stand out from the other hundreds of books on the shelf. Today, you don't have the same experience (you don't get 300 hundred covers on a web page and see what stands out). I would say that the purpose of today's cover is to not turn you away from an ebook that you came across some other way. That is, they are more safe and conservative than flashy and eye-catching.
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