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"Kindle" (i.e., to kindle sparks of recognition/interest/intelligence/learning/etc.) is a marketing ploy employed by Bezos to confuse us into thinking that he cares that we read, in stead of realizing he wants 'us' to buy his products. I wouldn't mind so much if Amazon were a non-profit, but now it is just designed to cause cognitive dissonance in potential buyers over having to choose between DRM and ease-of-use.
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