When Amazon founder Jeff Bezos first introduced the Kindle ebook reader in 2007, he claimed it was not a product. He said it was a service selling access to reading material. That shift became more visible seven years later when Amazon introduced an all-you-can-read subscription library of almost a million ebooks. Book fans no longer had to purchase individual books, but could buy access to most books currently published with the purchase of one Kindle. (The price of the basic entry Kindle has been dropping steadily and is headed to be almost free soon.) Products encourage ownership, but
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