It's interesting to listen to the cascading excuses when bringing up books with friends. "Why not use a kindle?" "I like holding the physical book." "Oh, then why not go to the library?" "Well, I like owning the book too." "Oh."
I think you're right in that people like the "culture" around reading more than reading itself.
You can save a ton of money using your local library though. I really need to start doing that.