Pre-Kindle I had a Sony PRS-500. I was in a reasonably rural part of India, (stopped for some food travelling between Mumbai and Pune). The guy server in the cafe we stopped at asked about my Sony, he'd assumed it was a PDA (remember those?). I explained what it was, that I was in India for 6 weeks, and had a stack of books to read, it saved heavily on baggage.
He got it. He thought that someday he'd have one. Just seemed obvious that is the way things would go.
Now, the Indian population is in general well educated and forward thinking, from my experience. But this was pre-kindle in a reasonably backwoods part of the country, and a *waiter* got that ebooks would take off.
And BPH's didn't? Yeah, right.
[EDIT = Chennai not Channai, and it was actually Pune anyway. Long day

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