Apple needs to make an eInk Kindle-like device pronto. Wrap it in aluminium and get people to pay the Apple tax - you can't read for very long on an iPad.
Using a text book is not the same as reading a novel.
I find it odd that people can browse the web for hours on an iPad, but then claim that they can't read a book on it.
Do people remember what computer monitors were like 20 years ago? Yet, people used them.