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If the books aren't free the only advantage as far as I can see is portability ? And still e-readers are becoming more popular every day ?
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You're forgetting plain-old laziness and instant gratification.
I for one, love not having to make a 45 minute trek to the nearest bookstore that carries the titles I would want to read. Also, the ability to go from researching an author to
reading that author's work in seconds, was a huge incentive for me. Waiting 4-5 days for delivery (if I ordered the pBook online) played hell with my ability to plan out my reading schedule. With an ereader, I can read a review of the book and be reading the same book 1 minute later. Bada-bing!
So there's a lot more driving the industry than simply portability and geekiness.