Well, if you jump over to the Kindle forum and read the thread on the new update, you'll see everyone wants to know does this break my hacks... So even though Amazon does more frequent updates than Sony, people still believe there are reasons for hacks such as customized fonts and screensavers in the Kindle example. I think that people purchase the ereader that best meets their needs and some are willing to hack to overcome the shortcomings. For some there is no device that meets all their needs out of the box. And some people just enjoy tinkering!
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