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Just to add my two cents. A major factor of why I switched to Kobo over any other ereader was the freedom offered in the options for users. It worked perfectly well for those who wanted to just take it out of the box, but also allowed for users to modify and tweak quite a bit to their satisfaction.
Giving users options in a well designed way is probably the best thing any company can do. Locking people down, especially when it comes to how they read, just leads to resentment from those with the skill required to have made the experience better.
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