Not a chance. As long as the publishing industry continues to cripple the ebook market, in what can only be either intentionally or mind-crushingly stupid, the masses won't hop on.
I love my Nook Color. What I don't love is that most of the books I want to read (which are not current bestsellers or anything like that) are either not available at all in ebook format, or, for some inexplicable reason, cost MORE than the paperback version. For something with no printing or transport costs, zero overhead, and profoundly LESS utility than the dead tree version (can't lend it to a friend, sell it to half price books or donate it to a library when I'm done, or even put it on my old Sony PRS-505 in case the NC battery dies).
I had hoped Apple would bring the same pressure on them as they did to the recording industry, and get a saner pricing model like iTunes did for music, but instead they caved and carved themselves a nice chunk of the ripoff for themselves. An iTunes for books, where you can get ebooks for $1-$2 each? I'd blow hundreds of dollars on it.
$15 for an ebook that currently costs $12 in hardcover (Mike Hammer Vol 3, last time I looked), though, ain't happening.