It's hard for me to picture who the people are who are complaining.
I don't think that American non-techies are aware of anything except the Kindle, the nook and maybe the Sony.
Four years ago I met seniors who objected to having a choice of insurance companies when Medicare Advantage first started. They wanted the govt to make everything exactly alike so they wouldn't have to choose.
I suspect that the people complaining about eBook readers want to buy only one for the rest of their lives. Since at this point no one product is perfect for everyone, they would complain no matter what.