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There are other possibilities
Looking at the Amazon sample and then getting the book from the library.
Browsing in a B&M bookshop and then buying a used copy.
The problem with the 'shoplifting' sound bite is the same as with 'pirating e-books is theft' one.
You may be behaving unethically but you haven't stolen or damaged the item which is still available for sale, so not in fact any form of theft in either case.
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