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I don't want to be a conspiracy theorist and suggest that they're deliberately putting barriers in the way of ebooks because they don't want them to take off, but a business should not make it this hard for people to give them money.
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Be it, they do.
They don't want your money for the eBooks. They want it for the hardcovers. And if you still insist on eBooks, they damn well let you pay the price for your demand.
Sometimes life is just plain simple. Silly, though. But simple.