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Well, you can say it's silly but I actually think it is a sign that they realize their product will go the way of the emm-pee-three and they want to prepare.
Which means they also realize there actually is a market for eBooks out there. I wonder why they only realize now.
But most of all I find it rather amusing, that a company can make a name for itself in such a way that even rumors can cause a panic in an entire industry.
(Might be far-fetched to call it a panic, maybe even more far-fetcheder to think it's an entire industry when it might, actually, just be one or two publishers.)
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