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Why the facepalm? Amazon made it to market first.
Mac stuff is not as entrenched as people think. I was a huge iPod fan, but have since started using my Phone as an mp3 player, and haven't bought music from iTunes in a year(I use Amazon). I actually gave away $60 iTunes gift cards I got for xMas.
I know several other people who have gone the same route. Don't be so sure that everyone's just going to jump ship from Kindle because Apple came out with something.
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