As I recall, in 1972 there were plenty of people who saw the wow-factor in the new pocket calculators, but didn't think that they would ever get one because they weren't accountants.
I think that price has a lot to do with it. When the price of the eBook reader drops like the price of a pocket calculator has dropped (from $99 in 1972 to $1 in 2009 for basic models), I imagine that plenty of people who don't read much will want one and use it, perhaps for the equivalent of current newspapers' Style or Cooking sections, or even the Monday Sports section.
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