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In October of 2008, Oprah Winfrey shared Amazon's new Kindle eBook reader with her audience. "It's absolutely my new favorite thing in the world," she said. Amazon's visits were up 6 percent, the day Oprah endorsed Kindle on her show, over the previous Friday. Amazon is a top-20 internet site, so a 6% bump can translate into hundreds of thousands of visitors. Being endorsed by Oprah is so powerful that it became known as the Oprah effect. Then in July of 2014, an unknown author named Edan Lepucki debuted her novel, California. Late-night television host Stephen Colbert began attacking Amazon...