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The wine example is irrelevant to e-books vs. paper books. The wine example only works because you can eliminate every other factor except what the subject thought the price was. You can therefore conclude that the perception of the price was the reason for their preference.
With books, you cannot eliminate the medium on which the books are read, so you can't draw the same conclusion. Words don't just float in the air, they are on some sort of medium. Most people would prefer to read a book on clean white paper vs. reading a book on old yellowed paper. If the medium doesn't matter, they wouldn't prefer one over the other.
We simply cannot conclude that the reason some people prefer paper books over e-books is because they think they like it more. That could only be done if there were some way for the subject to be unaware of whether the book was an e-book or a paper book.
There are many people who did not like to read books on computers, and thought that they would therefore not like an e-reader. Yet on trying an e-reader, they were hooked. If the medium didn't matter, why would they change their mind upon trying a different medium?
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