I'm not getting it. Why aren't they giving these things away for free to entice people to buy the books you can download? Or give a substantial discount if you pay for one of these readers? Like the e-book should cost 10% of the paper price, or less, realistically, right? No cost to produce, no warehousing, no shipping. It just seems like a rip-off to me. Is there something I've missed on the price of the books? Are they a fraction of the cost of the real thing? Looks to me that you get a 20% discount? And you had to pay for the reader? If people refuse to be ripped off like this, prices will come down to where they should be. I'm not willing to be ripped off. I can trade and resell books. Besides I prefer to hold and read a real book. They have ridiculous ads aimed at the brain dead "but i can download 35,000 books on my kindle! Yeah, at $10-$20 each? And you're going to be able to read these after you die? Realistically, most popular books should be priced at $1-$2 a download to give a profit to the publisher equal to the paper price.