Agree! I bought my kindle in 2016 and have read hundreds of books on it. The cost per book at this point is in the pennies. It's not like you have to buy a new device every book, or even every few years.

Also I was very confused by the assertion that ebooks are a niche market. By the authors math more than 20% of people in the UK use e-readers to read on a regular basis. That seems like a very healthy market to me!