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Harry, I don't think that the majority are unaware of either DRM or DVD region coding. I believe many, maybe most, people know it exists, but don't worry about it until they see a book that they want to buy but cannot read on what they have. I have a friend who has a kindle and a nook, which is her way of dealing with the DRM. I have offered to convert files for her, but she is happy using the reader that she needs at any given time.
My husband has a kindle, and knows how to use it to buy books, but is too lazy to investigate further. He does understand about DRM, just leaves all the sterilising to me, and re formatting to his preferences. That's not a problem for me, we share our Amazon account and I deal with the epubs for him and side load them. I think peole are often like him, they know but can't be bothered.
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