Well if it does ever happen, there would have to be different "classes" of ebooks set up. I mean who's ever going to purchase an electronic dictionary or a cook(e)book that they can only read once? Or any kind of reference type book?
Publishers may be greedy bastards, but even they know that there's a line in the sand (even if its exact location is undetermined at this point) where over-restricting is going to cut into their bottom-line. They may be willing to cross that line with lending institutions because frankly; they know they can get away with. It's whole 'nother ball game on the consumer side of things.
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