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I'd guess that younger and more tech-savvy users know how to get apps and books onto their phone. Whether or not they want to... that's the thing. Using data transfer cables, installing transfer apps on your computer, etc, are things most people don't want to be bothered with unless they have a good incentive to do so. I'd bet a lot of people think that's more trouble than it's worth.
Of course, once it's set up and used a few times, most people get used to the process, and even consider it easy. So it's largely a break-through issue.
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