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It just prove publishers are terrified of the Internet and terrified of ebooks. For the most part they don't trust electronic transference/storage of books.
People who are avid readers are already jumping into the ebook market, the Apple device won't get those consumers. What the Apple device (if it exists) will do, is get people who buy the device for apps/music/movies a very very good ebook reader and suddenly another 20-50 million people have a high quality ebook reader and that's a lot more potential customers.
Many people are out of the 'habit' of carrying books around. The resurgence of tablet devices might get those people back into reading.
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