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Amazon has the marketing leverage to be able to lean on a lot of publishers to offer their content. You're right, it wouldn't be the whole Amazon inventory, but I think if Amazon wanted to be able to offer this service, and had a DRM plan that would convince the publishers that the content was going to be suitably protected, they could get a pretty large percentage of their content into the plan.
I'm not saying I think this is good, just that it's plausible.
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