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You assume that if people knew about ereaders, they would embrace them: this is obvious to you, of course, but not to the masses of readers who simply don't care about such devices. Unless you accept that you (and I too) are an exception and that the great majority of readers are not even interested in ereaders, you will never be able to popularize them, because you will assume that what is clear to you must be to others. The analogy with the ipod seems to me off-base: the ipod changed the way people carried tunes around, but in fact they had been carrying them for many years before (with the Walkman, cd players, et. al.), whereas no one even thought of a reading device until handhelds arrived on the scene.
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