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Why don't you guys auto-notify book-buyers when a new version of a book is available?

Hi, when O'Reilly releases a new version of a book (say, Excel Hacks, or Filemaker Missing manuals, why don't you guys auto-send an email to people who own the previous versions of your books so we'll know what's available). I would think it'd be an easy source of revenue (a lot of us are more 'aspirational' than 'hardcore' but bucks is bucks and I like upgrading). I'd like to upgrade my Mac "Missing Manual" series to whatever the new version is specifically but would be interested in upgrading many of them as they become available so I'm not sure why you guys don't make it easier. Currently it's not particularly easy.
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