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Good point. I don't think eReaders were ever going to create a "new" market to begin with and convince non-readers to suddenly buy a reading device. That's not going to happen. For eReader devices to survive, the same people who currently own eReaders must sometimes buy upgrades AND continue to purchase ebooks. Those who don't own one, and there are a lot of serious readers who do not, need to get one.
On the other hand, you can also do what Apple did with iPad and cast a wide net which includes readers and non-readers alike. That's why many are seeing the multi-function devices as the future. The actual market for specialized readers is tiny compared to the market for people who want to surf the net, write emails, watch videos, read magazines, listen to music....
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