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4. Amazon Changed the Rules
Amazon got into the e-reader market when the concept seemed utopian. Today, there are plenty of e-readers on the market. There have been complaints about the new Kindle Fire's usability, and publishers and libraries continue to harp on Amazon's pricing and policies--but even so, it's clear that Amazon is positioned to dominate a world where paper books are becoming an oddity.
Lesson: Sometimes you have to create your own market.