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Publishers are looking for ways to increase margins. I think they're already pushing the limits with their current pricing for plain ol' text format (of course, they don't think they are). I doubt I'd cough up the coin to buy an enhanced e-book.
I think, like 3D movies, it will be poorly done initially. There will be difficulty getting the audience to accept something new, and there will be difficulty finding what enhancements work, and when and how to use them. In a few years, they will likely get the mix right.
However, Avatar hasn't motivated me to switch to seeing 3D movies when I go to the theater, mainly because of the increased price and the lack of improving upon the story. I'll reserve my judgement on enhanced e-books when I try one.
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