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Baen Webscriptions, starting in 1999. Four (or more) SF/Fantasy books every month for $10 (originally, later $15, now $18). Mostly books I would have purchased anyway, for far less than the cost in dead-tree-format, paying the publisher and authors at least as much as if I had bought the DTF.
In addition to all that, my personal library was over 5K books in DTF so avoiding the need to store more paper was a huge plus.
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