I think the assumption the author made in the article is wrong. The basic and common action between reading in a liseuse and reading in a paper book is exactly
reading.
Most of the "social interaction" the author signals, come from the curiosity about the device itself and not about anything related with the act of reading, so whenever the novelty factor about using liseuses for reading wanes out, and these devices are incorporated in the collective basic recognizable culture people will realize that whoever is using it is reading something and will adopt the same attitude people do to whoever reads a paper book today in public.
I never thought that reading could be thought at stigmatizing... i always thought reading was a noble act. Something i want to aspire to, not feel afraid of, so the mental framework on the basis of this article is a bit foreign to me.