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They have to get this right. Textbooks are the killer app that will get ereaders into the main stream. University students spend upwards of $1,000 on books each year. If e-textbooks can be made cheaper, it will make good economic sense to buy the reader.
The biggest problem is that current formats are woefully inadequate for textbooks. EPub does not support vector graphics, which are needed for diagrams, graphs and mathematical text. PDF is suitable for typesetting textbooks, but does not display well on anything other than the largest, most expensive readers.
We need the vector formatting of PDF in a fully reflowable document format. Latex already accomplishes this, so we know it can be done.
Colour would help too, but is much less important.
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