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This should be a boon to reader sales, mostly because it is pulling the readers out of the "geek" universe and into the mainstream. When it's not just "those Star Wars nuts" asking for e-books at the stores, but regular (and frequent) mainstream-reading customers, the stores will take notice.
And when those mainstream customers take a break from reading romance novels and start asking "Where's your NYT bestsellers?" there will be even more notice.
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