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I wonder how this will work out in practice. People already reading ebooks probably load up their ereaders/tablets/phones with plenty of books before a trip.

I can see it appealing to people who haven't tried ereading yet but I wonder how many of them would be so instantly hooked that they'll go further with it after landing.

If they do want to take it further they'll probably do a little research and go with Amazon's ecosystem. It isn't like Kobo does anything in the US to reinforce what's happening on the plane; you can't even buy an actual Kobo ereader in the US.

It seems like a no-name fast food place advertising on a highway billboard, only to have people get off and then say "oh, look, there's a McDonald's here too; we'll go there because it's more familiar".