It's not all about the price - its about accessibility and presentation. Even if those readers would cost "not that much less" then today, a presentation stand at the campus which sells those devices and an "easy to use from the university" e-book-library and shop - and I guess you are set.
Of course, most students I know are studying computer science and, frankly, are a bit on the geaky side of live, but hey - you need geaks to advertise
