It's not the Kindle lending feature that Amazon has in the works, but the company has just rolled out another fairly big Kindle feature for those feeling a bit generous this holiday season. That comes in the form of a new "give as a gift" option now present on, which will let you send an e-book to anyone with an email address, who can then read it on the Kindle-friendly device of their choice (or an actual Kindle, of course). As Amazon is all too happy to point out, it's the first major bookseller to offer such a service, but we've got to guess it won't be the last.

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