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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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