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Amazon’s really hyping Kindle books in the wake of an iPad that (maybe) doesn’t have proprietary formatting [UPDATE: iPad does indeed have proprietary formatting. Take a breath, Kindle]. Still… Henry Paulson? You know exactly what’s in this book (this), and you know it’s not going to be all that riveting. So who’s staying up until midnight on Sunday to get themselves the newest Hank? I doubt even Paulson himself will.

Maybe Amazon has a rogue algorithm that gives anything looking vaguely like “Harry Potter” its own midnight release party. T-minus 82 hours!

Hopefully this ad stays front and center on Amazon’s homepage for all 82 of them.