From the gizmodo quote:
it's just tough to imagine that many people willing to jump to a new ecosystem this late in the game.
There is still a large number of people that aren't in ANY ecosystem yet. Oddly, I'm one of them, despite being an entertainment nerd and a gadget hound in general.
I'm actually more interested in the Win 8 development
story myself, but it's nice to see that B&N are staying in the game in the meantime. Active competition just means I'll have more options when I finally break down and get some sort of tablet device.