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Portability and envy.
I rely on public transportation so I: 1) knew I had "dead" time (waiting for trains/buses, the actual commute, waiting for friends to meet up, etc) that I could use for reading but I couldn't always fit a book in my bag or purse nor did I want to carry around a heavy tome and 2) saw more and more e-readers on the train and thought, "that's the solution!". And the e-readers did look very nifty.
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