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I was in a Best Buy looking at the Oasis 3 a few weeks ago at the Kindle display and it was painful to hear the sales associate guiding an interested but uninformed buyer towards a Fire tablet for "the best and most comfortable reading experience".
I had a chat with that person after the associate left and they ended up getting a Kindle Paperwhite 4 that was on a great sale ($80 for the 32GB model). To say they were greatful is an understatement.
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