I think if I was reading the latest John le Carre adventure or a piece of literature then plain, clear monocolour text is the only way to go. But some of my ancient history books or textbooks with lots of illustrations would work very well with interactive content (think medical text book with 3D renderings of bones or muscle structure). My ideal would be a colour tablet for more interactive or illustrated content and a dedicated ebook reader for purely reading. I guess people who mostly read magazines might just go for a tablet, but the ebook reader who reads a lot (and a lot of MR members would be like this) probably prefers plain text and e-ink - and both if they can afford two devices!
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