It was also introduced last month in the Netherlands. One publisher (we do have some publishers that will follow the flow and take the ebook serious!), PixelPerfect, has introduced the "scratchbook". This the cover of the book, printed on heavy paper, with a blurb, that contains a scratchcode, with which you can download the book. The same publisher also already brought the usb-bookstick.
The advantage of this is manyfold. First, you can actually give an ebook as a gift. Both in physical and virtual form. Second, bookshops can sell ebooks too. And you can still see what book you have but they do take a lot less space in your book cabinet!