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In real life when you make an online purchase you usually provide a credit card number for said purchase. That is how ereader operates... they just lowered the price of some books to $0.00 as a Christmas/Hannukah/Kwanzaa/Yule gift for ereader users.
FYI... your credit card number is NOT embedded in the ebook. They formulate a number from your credit card number which cannot be traced back to your credit card HOWEVER they DO embed your full name on the ebooks as such. Which is fine and dandy... unless you like to distribute ebooks (for shame).
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