Two weeks ago I met a fellow in Ikea food court with a Kindle. I told him he was the first person I've seen with one, mine was at home, and we started talking about the things it could do. Ebook readers have never been a big market, everyone doesn't need one, a lot of people don't read for recreation. Most people I know that read, outside of students, are older woman (I myself am over 50).
On my floor at work there are only two of us out of about 60. We are also both Mac people. Something to ponder over.