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I talked to the people buying it in the store I was at ... it seemed split down the middle in terms of the customers.
Half were noobs like me buying their first ereader (most of us making the plunge due to the very affordable price). I also noted that of the older customers buying their first ereader most were ecstatic to have the 100 classics installed.
The other half were buying Kobo's for friends/family as gifts to get them into ereading.
It seems that the very economical price was the common factor for everyone.
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