(toc.oreilly.com): E-books represent a format, just like hardcovers and paperbacks. Because they are a different format, they require different pricing. Things that are consumed and priced differently do open themselves up to a new market but unless that new consumption method is revolutionary, the growth (new readers) to the market cannot be large. E-readers will never be purchased by non-readers in the hopes of becoming readers (until they reach an extremely cheap price-point).
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