I actually suspect that the majority of those are incremental sales (to use the article's terminology, where "incremental" means ebook sales which aren't cannib

I actually suspect that the majority of those are incremental sales (to use the article's terminology, where "incremental" means ebook sales which aren't cannibalizing book sales). I suspect this based just on my own anecdotal experience, but in the absence of hard data that might be the best we can do. Since getting my Kindle 2 under two months ago, I've bought seven ebooks (and besides those seven I've also downloaded five more that were offered for free, usually the first books of multi-part series, but I presume that they're counting these as part of "sales"). All of those are non-technical books. Prior to my Kindle 2, I bought maybe one new book every few months, always a technical book. Non-technical books I would usually buy used (with shipping costs, often around the same price as a new Kindle ebook, but much more convenient), and only maybe one or two a month. One of the huge reasons has been that it is now far more convenient to read samples. Amazon has always let you read the first chapter or so of lots of its books, but I've never really used this feature because it would be uncomfortable to read these samples on my computer and because when I'm browsing Amazon my mind is in web-browsing mode, which means I'm multitasking and interacting heavily and am uninterested in even reading blog posts that are too long, let alone chapters of books. You are also not allowed to add a Kindle book to your Amazon wishlist. At first I thought this was immensely frustrating. At first, I thought they put this in place because you can't yet buy a kindle book for another kindle owner as a gift, but what I use my wishlist for is to keep track of all the interesting books I hear about and want to investigate later. Without a wishlist, what I started doing instead is sending the free sample of the book to my Kindle. I have now amassed dozens of free first chapters on my Kindle, and of course when I reach the end of each one, it's only a couple button presses to buy the full ebook.