This is for battery performance reasons, not because it's familiar to book readers. An e-ink display only needs to consume battery when the image it's displayng

This is for battery performance reasons, not because it's familiar to book readers. An e-ink display only needs to consume battery when the image it's displayng changes. If you scroll, you refresh the whole page and you only show up one new line of text. For the same cost of batery, you can turn the page and display a whole new page. Scrolling is ridiculously wasteful on e-ink.