Starbucks' penetration is perhaps most remarkable of all, given that China is a country of devoted tea drinkers who do not take readily to the taste of coffee.

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Soon they could well be joined by lots of other sites devoted to enthusiasts that currently do not sell books but which might offer them as one of a range of products for people interested in science fiction, gardening or whatever.

ECONOMIST: On-line retailing

We know that people do not spend equal amounts on the above items, and we know their share of income devoted to them has changed over the decades.

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