But if we zoom out and look at the society in which those choices are made, different patterns emerge.

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It's enhanced by Active Mode, which ensures that handheld movies look smooth and steady at all zoom ratios.

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But those looking for more advanced features, options and control over the image, or even just pinch-to-zoom, should probably look elsewhere.

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Users will be able to zoom in for a closer look at whatever takes their interest: a particular house, say, or a car.

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"This enables customers to spin a chosen product around, zoom in and take a closer look before purchasing, " she adds.

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Using voice commands, the user can order the device to open files, check emails or zoom in with the camera to look in closer detail at what's in front of them.

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This makes it easy to browse the Web using Google Chrome without enlarging text, look at detail-rich pictures without having to zoom in, and watch a show without straining your eyes.

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He took data from the MRI and used software to create a three-dimensional simulation so that, video-game style, he can zoom in and out of the colon and look at it in detail.

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There's a reason, of course -- the current e-ink technology is simply not built for web browsing -- the page refreshes a lot during scrolling, images don't look great and in the case of the Kobo, there's no pinch-to-zoom, so you've got to rely on an ever-present slider on the bottom to make things larger.

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