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Of course it's for increased shopping through mobile. My daughter bought a Kindle and she admitted her ebook purchases have increased tenfold. Others have told me similar.

I'm deathly afraid to get one for the same reason.

Frictionless purchases and vertical channel integration makes perfect sense to me.

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My ebook purchases also skyrocketed after I got a Kindle. But it didn't rise because the kindle made it easy to buy ebooks, or even because I prefer ebooks (for technical stuff, I actually don't). It's because I was reading a lot more. I went from 1 or 2 books a year (if even) to 1 to 2 books a week.

My experience is anecdotal, but it might be worthwhile to ask your acquaintances why they buy so many ebooks after buying a Kindle.

Do you require a whole new device for frictionless shopping? I'm not so convinced that's the case.

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