I think if someone wants to read on their i-device, this will make it a lot easier, and for that I'm happy for them
Personally, while I learned to accept reading on my old Axim x50v, I can't compare it to reading on my kindle.
Either way, there's more than enough room for folks to read on whatever device makes them happy.... though I would wish for one format=many/all devices.... just to get past the this book for that reader, that book for the other one, etc.