Alex Reid says digital textbook publishers are targeting the wrong customer: it’s not about students — they don’t like textbooks in any format — it’s about professors. From Digital Digs:
The person you need to sell is the professor. S/he’s the one who orders the book. Then it’s up to the professor to explain to the students why they need to use the text. If professors say they’re not using a digital textbook b/c students say they don’t like them, ask them why they use any text at all. I defy anyone to find a single textbook that a student body would say they would choose to read.