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Personally, I mostly ignore what Amazon shovel my way. Just because I am slowly replacing some old favourite regency romances from my younger days and like urban fantasy doesn't mean I want to read modern formula romance (regency or paranormal or otherwise), thank you very much. (I loathe the new recommendations interface on the web site and really wish there was a setting that allowed me to totally ignore an author.)
The only reason I keep an eye on recommendations is that occasionally there's something that catches my eye or there's a price reduction on an author I like, but I do it via my browser on the laptop or desktop not the iOS app. (And yes, I do have an ereaderIQ account, but some of my authors are only slowly being converted to ebook and many haven't had one ebook version at all - the recent Endeavour kerfuffle hasn't helped there.)
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