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The writer really doesn't understand simple business strategy. Points 1 and 3 are obviously intentional. Point 1 was to create a big buzz before the exhibition and thus steal the thunder from any newly announced product or service. Point 3 means they want to sell more readers and not just books. They want to sell both. Another problem with the iphone is the wireless delivery.
He is right about items 2 and 4. But the overriding concern for Amazon was to get going before a slew of new devices and services hit the market.
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