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Yep, there is certainly some business justification for this exceptional offer - the ability to continue selling e-books, and some sense of obligation (maybe even legal, but probably not) to keep support for previous e-book sales, and of course the desire to keep the interest of the money-spending early adopters that could easily become their best customers long term going forward if they can continue to produce competitive products.
But no matter how you slice it, the offer to even pay shipping is quite exceptional and generous! So despite whatever self-interest, I think it's still an exceptional move in terms of customer support by Sony. I have a PRS-500 and am thrilled to hear this news.
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