I was alaways into "ebook" reading since maybe 2003 on a old, glossy and awful readable Pocket PC. So i was not really uncomfortable with the idea of paying for an ebook a reasonable price. But if someone would have told me 2 years ago that i'll spent around 200-300$ a month for ebooks and newspapers in 2010 i would have told him "no way". Blieve me if you love it now you'll change your mind soon ... very soon