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That could well be an acceptable business arrangement in the future, especially for independent authors. However, none of them are going to accept having their text altered by an advertiser. Rather, they would exercise "product placement," where their main character won't just be drinking vodka, he'll be drinking Smirnoff, then jumping into his Escape Hybrid, stopping to gas up at Shell, and driving on to Disneyland.
Or they'll just let advertisers put their ads at the front or back pages of the book, the way they do with paperbacks now.
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