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Right now I would say DRM and geographical restrictions. Everything that fragment the market and complicate the life of customers.
I would say piracy is for most peoples a consequence of DRM and of Geographical restrictions. For example, here in Mexico, Itunes just launched in August 2009. It's main competitor launched in 2009 too. Piracy is rampant and people now had several years to get used to it, as MP3 players have been selling here since ages like in every part of the world.
I hope the publishers don't make the same mistake, that is : watching ebook reading devices becoming popular without putting up a decent legal offer.
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