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What everyone else said, but also I think there was a focus on free books more back when the ebook infrastructure was still being established. Amazon would of course like to grow the ebook market and its own share of it but they're not trying to get a mass of people to adopt it for the first time in the way they were in 2009. Similarly for Kobo, who you'll recall used to preload some free classics on their devices (I just missed that when I bought my first Kobo).
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