My personal concern about the Kindle study is if they took into account the possibility that the results showed normal level difficulties in becoming immersed in reading when getting used to a new set-up.
I know that it can take me a bit to get used to a book with different fonts or style. I have some smallish paper books with whose pages have two columns 5-7 words wide which I find very disconcerting and definitely has made it more difficult to immerse myself in the book.
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