I didn't go to university
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"We were really trying to change people's behavior, but once that started to happen, of course it took off because it was convenient and because the prices were lower," says Risher. "In a way, we are trying to do something very similar here. ... Here's a culture where reading has never really gotten a chance to take off because the access to books is so limited. So we make it easy for people to get access to books and we try to put books on the e-readers that are appealing to kids and interesting to teachers so that we can, over time, help people shift a little in their behavior and their mindset."