“Free software is software that respects your freedom and the social solidarity of your community. So it's free as in freedom.”
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With paper printed books, you have certain freedoms. You can acquire the book anonymously by paying cash, which is the way I always buy books. I never use a credit card. I don't identify to any database when I buy books. Amazon takes away that freedom.
In the US, you even lose legal rights if you store your data in a company's machines instead of your own. The police need to present you with a search warrant to get your data from you but if they are stored in a company's server, the police can get it without showing you anything.
If ebooks mean that readers' freedom must either increase or decrease, we must demand the increase.
In the free/libre software movement, we develop software that respects users' freedom, so we and you can escape from software that doesn't.