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I'm with the consensus on this question. iBooks would have to improve the selection, the pricing model and their poorly presented store UI to have a chance.
For me personally (not sure how representative of the market as a whole that I am...) another show-stopper is Apple's Fairplay DRM. As long as iBooks publications are Fairplay - and as long as there is no easy, proven way to scrub that nasty DRM, there is no way I'm interested in an "iBook".
Luckily, I can run numerous reading apps on the iPad and can easily buy (and scrub DRM) from Kindle, B&N, Borders, and even FictionWise. iBooks is not even in the running.
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