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It really looks like the bean counters at Macmillan have NO idea what demographic they are actually dealing with here. I might sign out an interesting eBook title from the library from time to time, but honestly I am not SO hardcore that I will go out and buy an eBook for myself right at release. There are too many titles on my to-read list to really bother!
I am usually a year or two behind the "trends". And by then, if it is a popular/common enough title, I've usually found a used paperback copy at one of the local thrift stores or a garage sale. I have a feeling a large percentage of those whom they would be affecting are similar. They will just move on to something else!
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