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Paying more to store something than it is worth may seem doubly irrational.
"When somebody says, 'I'm going to store something in the cloud, we don't need disk drives anymore' — the cloud is disk drives," Mr. Victora said.
In the Russian media and on the social network Snob, intellectuals and business folk have decried its appearance as mundane, that of a department store, something without flair.
… "When somebody says, 'I'm gong to store something in the cloud, we don't need disk drives anymore' — the cloud is disk drives," Mr. Victora said.
Digital reading can also be attractive for fans who find the deep-geek atmosphere of the comic store something of a barrier.
Customers are so loyal to littlethings that they will occasionally help out around the store, something the local dry cleaner can't rely on.
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He created a new reality for Apple with its retail stores, something that H.P. can't copy to sell PCs.
Ms. Hassell said such a request was not unusual for a company that did not want to continue storing something.
The giant company also took an unlikely but wise marketing approach by selling the IBM PC through computer dealers and in department stores, something it had never done before.
The idea of storing something just because you can is pretty pervasive, but it might cause some cultural changes.
The other 98 per cent had been written off as "junk"; however, this raised the question of why our cells should spend vital energy replicating and storing something with no function.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com