If you want to try to compete with Apple by building an expensive gadget that only does one thing well... good luck with that.
It does nothing well except emulate words on a printed page.
Thats the whole point! People want something they can stare at and read for hours without hurting their eyes. Its target specifically at people who want to get the book reading experience without carrying around a book.
As for the limitations you mentioned, I believe they are well acknowledged. At the moment, people are just happy to keep their eyes in good condition.
Could you be more specific?
1. I had to use iTunes to put music on it. Very inconvenient for me, being an Ubuntu user. 2. As a developer and super user, I was limited in what I can install on my phone. That's a phone I bought, for a lot of money, and belongs to me, and yet I couldn't decide what I put on it - everything had to go through Apple's shop.
Do you know many other companies that poo-poo like that on their customers? The very same people who pay them huge amounts of money?