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For me, the issue is that an ereader makes a lousy audiobook player. Ereaders are too large and fragile to be used in most situations when I want to listen to an audiobook, i.e., when I'm on the move. I also suspect the controls aren't nearly so good and then there's the memory issue. So that being the case, to the extent that a native player on an ereader would add to the cost or bulk, I don't want one.
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