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Most people think ebooks are for reading on tablets or phones, which is where most people read them.
Or they are only casual readers of supermarket stock, not interested in the 60,000 PD free ebooks on Gutenberg.
But when people are demoed a decent ereader (later ones with better than 167 dpi) they are amazed. Most people have never seen such a thing in real life.
Or if they are interested in older books out of print but on Gutenberg they are certainly interested in ebooks.
But why should they prefer something similarly priced to paper that they think only Amazon sells and that they'd only read on a phone?
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