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Oh wow, very interesting. If you click on the "optimized" box, this message comes up:

This title has complex layouts and has been optimized for reading on Kindle DX's larger screen, but can still be viewed on other devices.

It looks like an interesting book, too.

L
 

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A lot of people are calling this marketing hype, and I agree to a point.  But I also think they are trying to let buyers know when a book has items that may show up better on the DX than the 6-inch Kindles.  This is a good thing, of course, but I really doubt they have been "optimized" and I also bet many of them have been around since well before the DX was even in development.  Maybe a better message would be "The DX has been optimized to display the content of this book." :)
 
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