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Most non-techy people I know are quite comfortable shopping online. It's dead simple. Most have iPods, too, and are quite comfortable with using iTunes. My sister is one of the most non-techy people I know and is quite comfortable using her Kindle. She probably wouldn't have bought one for herself in the early-adopter phase (I bought it for her as a gift) and she wouldn't be comfortable loading content on it by just dragging and dropping files. That hurdle is easily overcome with the technology, though. Even without wireless synching, it can be done with software. She loves to read and probably would've bought one for herself eventually when the price was right. The fact that it entailed buying stuff online wouldn't have caused a moment's hesitation. Even my dad who had never used a computer until a few years ago can buy songs and put them on his iPod.
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