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I don't think of ebooks as fundamentally different than other formats such as hardcover or paperback, so I react the same way as I did years ago. When I was still buying mass market paperbacks and the book I wanted wasn't in paperback I'd either buy a different book or buy it in a different format.
Now that I have a Reader, I no longer buy mass market paperbacks, so if a publisher doesn't sell what I'm willing to buy they don't get my money. (If I really want something that's not on the buy new in hardcover list - a very short list - I will usually try to get a used copy in hardcover.)
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