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I wouldn't say Apple has botched iPod Touch/iPhone. The usability is great on both devices, the app store has some incredible stuff. Those devices basically do everything and they fit in your pocket. Web/Email, audiobooks, applications, pdfs, text, music, movies.
Rumors abound that Apple will be releasing a 9.5" touch device in June, if that comes out, suddenly reading just got a lot easier on their devices. THEN you might see the app store adding ebooks.
Apple already has the infrastructure, they already work with so many music/movie/tv companies, so adding ebooks would be pretty simple I imagine.
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