I'm thinking that most people don't 'want' a reader because they know nothing bout them! .. or even that they exist in a lot of cases ..
My 6 year old LOVES hubby's iRex! .. She always wanted to read mine when I had it and has strongly expressed a desire to have one! lol .. by the time she's 'all grown up' I can't even begin to imagine where we'll be at with the whole 'e-reader experience' ..
Think someone voiced it really well when they suggested that there's not much reading of any kind goes on with most people! .. my brother only ever reads a magazine or a newspaper .. nothing where you stop, sit and read for any length of time ..