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Even if it is talking about £1m worth of Cool-ers sold, that just shows the level of this guys arrogance. "We've sold over 5,000 readers, so we can easily overtake the company that's sold well over 100x that amount." Basically he's just trying to promote his company as much as possible with little regard to the facts, which wouldn't be known to a casual reader of the Guardian anyways. They'll see him talking about how he thinks his company can easily overtake Sony (who they have heard of) and they'll say "Oh, these guys are a big player in the ebook market." I'm not sure if even robertb would make the types of claims this guy is making.
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