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Proprietary but comparable technology at a similar manufacturing cost. These publishers don't have to use the very small card sizes they are using in order to turn a profit, which I've never suggested being a bad thing. I'm sure it saves them a buck or whatever per copy, but they are going to lose all of the bucks from me in doing so. Naughty naughtiness begets me being naughty... and believe me, I've been naughty enough to deserve quite a few spankings.