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My ebook reader was a major purchase for me. I had some money that came in from a workers compensation settlement (work accident messed up my right arm), and otherwise I'd not have been able to afford it (I make only minimum wage currently). Others I know with ebook readers got them under similar circumstances, where they came into money via a tax refund or something they ordinarily do not have, and now have to "feed" it without that extra money. Publishers fail to see this presumably substantial portion of the ebook market. Hell, look at the people who read on their iPhones or other similar devices, and ebooks are a casual purchase. They're not the type that would pay hardback prices.
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