If the iPad is pushed strongly as an e-book reader, I can see it being successful because the Kindle and the Nook have so far failed to penetrate the market very well. I do wonder whether it will succeed though, because 10 hours of battery life is a fraction of what the Kindle and Nook offer. Still, not having an e-reader myself, I don't really know what kind of common usage they are getting and whether that battery life is useful or not. If a 10 hour charge on an e-reader is enough, then the iPad could work well in that segment.