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Amazon US can sell to UK customers because they are selling FROM the US where they do have the distribution rights - it's no different than if a Briton in New York walked into Borders and bought a book to take home. The seller sold the book in the territory where it's allowed to sell it.
Hachette seems to have decided the non-locality of the internet violates their agreements - and once that decision was made they had to take action.
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