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Actually, I saw a commercial just yesterday for the iPhone that played on the word "read". I can't remember all the apps it used - one was "if you want to read an MRI, there's an app for that".
The last one was, "if you just want to read a book, there's an app for that". I couldn't tell if it was showing the eReader or Kindle app - but given the timing of the recent release of the Kindle, I assumed it was Kindle.
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