[Lbooker]

Most consumers are not objective. Whether they consume colas or e-readers, objective scientific studies show that most consumers are subjective, and once they have formed an opinion about a product, you can show them scientific proofs that they are wrong and they will dismiss them.
I have read many scientific articles over the years about the influence of screen technologies on the brain : movie theater screens are neutral for the brain, whereas back-lit screens lower brain activity, especially in the left side (the seat of reason and objectivity), and make the brain more emotional. Marshall McLuhan and Herbert Krugman proved it in the 1960's. Advertisers, Public Relations, politicians use this knowledge to better manipulate the unsuspecting TV audiences. E-ink screens are far better than back-lit screens for the brain, but it has been repeatedly proven that paper books, especially because pages are in 3 dimensions, take advantage of our spatial memory, thus helping us better remember what we read. The screen that refreshes when turning pages also confuses the brain and diminishes the memorization of the last read lines.