I think you aren't seeing the forest for the trees Steve.
The OP's question is: Can technology improve the reading experience?
Caesar simply pointed to a video that demonstrated what technologies were out there to make the reading experience better. It happened to be an ad for a particular company, but it was a great example of what technology can do nonetheless.
The functionality for all that is built into the new ePub 3 specification. As more devices/apps fully implement ePub 3 we will be able to see these kinds of "books" regularly...for a very low price.
Cheers,
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