My understanding is that they don't want people using electronic devices during landing and take off so that they are more attentive incase of emergency. Landing and take off are the times that the plane is most likely to have a problem so they want you paying as much attention as possible.
This makes some sense to me when I think of using anything with headphones. Headphones would make it more difficult to hear an announcement and should be not allowed. So MP3 players, books on tape, video games, video players I understand. Reading a book does not interfer with my ability to hear what an announcement so they don't tell you to put away books.
The other reason I have heard is that they don't want a bunch of electronic projectiles in case of an emergency. Again, this makes some sense a laptop flying around could be pretty dangerous. But people are allowed to read hardback and paperback books which weigh more then most e-readers.
For the most part, I turn off my e-reader when the Flight Attendants do their checks and I turn it back on once they are seated.
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