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I think most people who might be open to a Kindle already know a bit about what it is and what it does. It's been on Amazon's front page for a long time now. It's been in the news quite a bit. I think the ad is more about bringing it back into the minds of people who may have already been tossing around the idea then establishing demand in people who have no clue what an ebook reader is.
Maybe they're increasing advertising because they're afraid of losing ground to the iPad. Maybe they're trying to move out the old model because something new is coming in a few months. Who knows?
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