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I think the author is wrong about what the industry should do. The ebook industry is doing exactly the right thing as far as targeting their core customer base, heavy readers.
Let's face it, ebook readers are expensive, not fully featured, and sometimes buggy. This is not something you want to market to non-readers. This is a new (well, still pretty new) technology and you need earlier adopters. Once you have converted over your core customers, then you will have the volume and the exprience to expand your market to new customers.
This is just like the rise of personal computers.
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