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You know they all said this about Netflix when it came out. I remember how everyone said Netflix wouldn't last. Subscription books services are here to stay. Rather if the big publishers decide to go out on their own or sites like Scribd and Oyster keep signing them. This is the wave of the future. KU may eventually get swallowed up into Prime with another rate hike or it may stay the same but it has two things needed. They need to lose the exclusivity and they need to sign the big guys. Not that many big publishers would sign with Amazon though.
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