If the books are free, I'm willing (but not necessarily happily willing) to have them stored in the cloud.
But if I have to pay for the book, then I want it in my hands not Google or Amazon's hands, and I want to be able to read it on the device of my choice, which excludes my computer.
However, if technology insists that I must buy the books and access them through the cloud, then I will simply put my money in the bank rather than buy any more books. I already own more books than I will ever be able to read before I die and I keep adding to that pile.
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