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What about this. Granted, you'll have to find an airline willing to try something new.
Have an airline purchase one EZReader for each seat. Install books on them for the passenger to read. (complete gutenburg, google books). Passengers can bring their own SD card and read their own books if they so choose.
The EZReader is tethered to the back of the seat in front of them, so as to help prevent theft. After the flight, they can have surveys to whether the passenger used the reader, and how well they liked it.
If successful, more airlines might set up this program.
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