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From what I have seen, 95% of iPad owners do NOT buy iPads primarily for reading. Reading is just a "nice to have" feature for most iPad users. But when you are throwing down $500-800 bucks for a new gadget, you will justify the purchase with any reasons that seem to fit. It's by combining a multitude of these factors that you end up deciding that "yea, it's worth it."
So maybe a person isn't really a heavy reader, but reads on occassion, and enjoys comic books, and likes magazines, and frequents youtube... In that case, the iPad seems like a perfect fit because even though they may not use all of these features all the time, they use some of these features some of the time. Now, if you ask this person if he/she bought it for reading, they will say "yes."
Is that really true? Maybe not. Theres just too many other devices that are perfect for reading that he could have purchased instead. Why didn't he? Probably because of all the other cool features he REALLY wanted, but couldn't really justify to himself.
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