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Advertisement support is what Wowio is using. Their books are free. The number of commercial titles is still somewhat limited, and some of what they have is stuff I've never heard of (I think they are the original publisher), but they do have some mainstream stuff published elsewhere. I think it's a worthwhile experiment. I just wish they had a format other than PDF -- it reads ok on the iLiad, but I think it's of limited use generally.
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