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Most potential customers will see the devices as supporting one format only (not to mention that the devices are "only" monochrome) and therefore expect them to be heavily subsidized. The price of the ebooks must likewise be lowered dramatically as potential customers because of the DRM will (rightly) expect to lose the ebooks, when they - as they eventually will - change hardware platform.
Since neither of these things will happen soon, don't expect the general population to embrace ebooks just yet. Maybe Borders will lose patience?
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