Amazon claims that it holds about 70-80% of the total ebook market. And that 80% of those ebook sales go to people who own Kindles. http://www.huffingtonpost.com/2010/08/03/amazon-we-have-70-80-perc_n_668971. html Amazon reports that 1st half 2010 ebook sales at 3X 2009 1st half ebook sales, so it doesn't seem like iPad has slowed down Kindle ebook sales too much. Does the average iPad owner actually buy books? I asked a buddy who is an Apple fan and an iPad user and he says "no." He uses his iPad as an interface to his tunes, photographs and his recipe collection. Not saying that's a bad thing, just that iPads get used for a lot of things, whereas when someone buys a Kindle you can be assured they're reading books on it! Barclays estimates Amazon is selling 5 million Kindles a year, with Kindle revenue at $1.7 billion this year and to grow to $4.3 billion in 2012. That would put Kindle ebook sales at about 80 million books a year. Rumor has it to look for ereaders on sale for less than $100 prior to Xmas, which would be cool. Not saying necessarily Kindles, maybe it will be nooks getting dumped for loss, since B&N is struggling. CNET Quote: CNET: Well, Apple's saying it's got 20 percent market share and I've heard Barnes & Noble saying it's got 20 percent as well, so that would leave you guys with... Freed (Amazon VP): Honestly, something doesn't add up because we're pretty sure we're 70 to 80 percent of the market. So, something, somewhere isn't quite working right. End-Quote. I'm personally pretty happy with the new $139 Kindle wifi version -- much more reliable transmission than previous Kindles and works very well with www.gutenberg.org -- allows you to directly download MOBI-format PG books from the PG website to your Kindle without restrictions. Also allows me to transfer books I am working on from an internal webserver to the Kindle without hooking up a USB cable. It would be cool if someone were to also offer an epub-based wifi ebook reader that would similarly allow download directly from PG without restriction.