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My guess is that 2010 is when the Kindle 3 was released. It was the first Kindle (not sure about e-reader in general) that was a reasonable price for many people, at $140 for the basic model. Previous Kindles were $400 (K1), $360 (K2) and $490 (DX) so this was a HUGE price cut.
More people with readers equals more people looking for a home on the internet to discuss them.
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