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I agree with Darqref's points, and would like to add another:
Exposure. Presently, most people out there don't even know what an e-book is (or, at least, before Amazon most people didn't. Now, I'd guess a few more people have figured it out). However, most booksellers do not make a big effort to advertise e-books, and few authors or publishers make sure they add "available in e-book too!" to their ad copy.
In addition, those authors (like me) who do not have Big Publishers' contracts have a hard time getting recognized outside of their limited number of groups of influence. There are some great e-book only authors out there, but it is hard to find them past the smoke and noise that is the mainline sellers and publishers. And online promotion, without serious funds, is a lot like whispering in the middle of a rock concert.
Finally, there needs to be better outreach, so to speak, to the potential market for e-books, which includes anyone who uses computers, PDAs, smartphones and Blackberries, not just dedicated hardware. And many of those people need help to get over the idea that "it is impossible" to seriously read a book on anything as small as a PDA, so they won't be deterred from checking out e-books based on the fact that they don't have over $300 to burn for a dedicated device.
So, Exposure on essentially three fronts: Availability, choices, and readability.
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