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For seeing the Bookeen's people looking at it, it seems it's not as easy as you think, and maybe YOU know how to read the serial number, but I think that a lot of people aren't enough technophile to be able to give the correct serial number.
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Lexmark let me turn around my ink printer while calling, Fritz let me switch off my router and T-Mobile once seriously asked me to turn off my mobile phone to take out my sim card to get the serial number - while talking to them via mobile phone ...
Customers are a hardened tribe, Godzil. To choose between three numbers compared to those examples listed really is like child's play.