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I'm not by any means an Amazon groupie but at the end of the day one also has to acknowledge that a Kindle with ads is a subsidized Kindle which sells for a lower price because it has ads; that part of the deal should be quite clear from the onset to any prospective buyer.
So the 20$ fee is not really a "cost to remove ads", it's money for the hardware which was not paid upfront when the Kindle was purchased, and in fact it's pretty nice to have the option to pay the difference and make a Kindle ad-free even after the purchase.
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