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I sell eBooks from my online store every day. I get one or two requests for support a month, and generally sending them to the FAQ for instructions on how to side-load their book resolves it. For the one in a hundred it doesn't I'll gift them the book on Amazon and move on rather than try to teach them how to use their computer. That costs me Amazon's percentage plus their delivery fee, which is cheaper than paying someone to support them.
I'm not sure what the crisis was when you tried this, but my users seem to have very little problem with side-loading their books.
It's no different than what Smashwords does. All of those books need to be side-loaded unless you buy from a device that's smart enough to take the download and put it into your eReader.
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