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On the other hand they could subsidize in a different way: to ask, say, for $500 and to redeem $450 in Amazon coupons for any product, or to ask for $200 and redeem $150 in Amazon coupons for e-books and e-music only. No problem then about supporting open or popular formats.
They could even have more subtle strategies as a monthly subsidy during one year, so that they are sure you connect to Amazon at least once per month.
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