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In the discussion of the runner-up Nook, this was mentioned, "However, the Nook does have one big advantage. Unlike the Kindle, which makes it difficult to buy books from any source except Amazon, the Nook reads most major ebook file types."
A primary reason for Consumer Search choosing the Kindle was that the controls were more intuitive. This is like having a car with user friendly controls that you can't drive on the highway. They have their priorities. I have mine.
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