But the Web is a freewheeling experiment in creative destruction, and an itsy-bitsy piece of software out of Germany might muck up the realm of flashy display ads, an industry on which a Micro-hoo would depend heavily for its ad revenue.

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To make the text larger than 10-point font requires zooming in on the document and dragging it around with the iRex's stylus, a naggingly slow process given E-Ink's refresh rate of about one second. iRex claims it redraws its screen faster than Kindle, but in Forbes.com's tests it locked up sporadically and often took far longer to refresh than Amazon's less flashy display.

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And, yes, these type of shows also appeal to the primal need to exult over luxe, all those expensive and flashy-looking things that shine in the night or at least in the display case.

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