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Am I right in thinking that Amazon subsidise the books that they sell? If so, why would they then give you an option to opt in to the ad's(to then get an even cheaper books). I think that if they did put ad's in the books, everyone will get them at the already subsidised rate.
As I don't own a kindle I haven't seen the license agreement, but I'm pretty sure it allows them to change content at their discretion. I might be wrong though.
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