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I don't think the portability factor is limited to avid readers (like those who frequent Mobileread) at all. I would think not having to lug a physical book around with you would appeal to many, many readers, regardless of the volume they read in a year. Portability doesn't have to mean "an entire library at your fingertips." It can simply mean, "I already have to carry my phone, why carry a physical book as well?" The desire to not be weighed down with physical books is quite "avidness agnostic" in my opinion.
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