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It is a joke, but at least with the iPad you have a wide choice of apps and stores:
Install the Kindle app, and you can buy from Amazon.
Install the Borders app and you can buy from Borders (I'm guessing you've already done this).
Install the Kobo app and you can buy from Kobo.
Where I've found it hard is with Australian authors. If it's only available from an Australian publisher then it'll be expensive no matter what :-(
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