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I am totally in love with the fact that at my local Target not only do they sell the readers (in silver) but they also have $15 or $50 gift cards to the Sony book store. We try not to use credit cards. So being able to just get gift cards is a plus for me. Plus it's super easy to tell someone when they ask what they can give you for a gift.
The availability of the gift cards was pretty much a deciding factor for me between the Sony and the Kindle.
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