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There are other words I'd throw into the conversation, like cynical.
There truly are some businesses that begin with high moral aspirations. I'm not arguing Rakuten / Kobo fit this description, I don't know enough about their beginnings, but some do try. Whether they manage to retain those in the long term is always a difficulty, circumstances change.
That I favour Kobo is not a judgement on their values but on mine. I value their existence as competition in a market with not enough of it, so I will continue to support them (within reason).
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