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I liked having an alternative to Kobo for regular EPUBs. (I've never managed to figure out how to buy anything from Google, and I think they occasionally do weird things with the books?)
To be fair, though, I think I've bought about £9 worth of books from Sainsburys and £7 of that was free credit, so I'm probably not helping.
The big advantage to me was that I do my regular food shopping at a Sainsburys supermarket anyway, so I could accumulate the Nectar points to buy books. It looks like I might just get 1 book out of it.
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