Now, if you look at it in terms of population or percentage of households, 90 percent of households are not necessarily serious reading households. If you look at reading, for serious readers they’re going to want a purpose built device because it’s an important activity to them. Here's what Amazon CEO Jeff Bezos said at the company's shareholder meeting just a few weeks ago: In any case, Monday's developments may have rattled Amazon, which increasingly looked like it was behind the curve. If units surge, it's likely that e-readers will ride shotgun with all of your other devices-laptops, smartphones et al.
If price cuts don't juice unit shipments it's clear that the category is a non-starter.
With the pricing changes, we're going to find out where e-readers stand.