The book industry is being ushered into the modern era of on demand technology. Why it has taken so long, with the printed page appearing nearly esoteric next to other entertainment in the media market place of today's on demand world, is anyone's guess. Mega-media conglomerates know that consumers seek out portable, transferable content and harbor an ever diversified range of tastes-- which are catered to by handheld media players such as the iPod and Playstation PSP. That is why it's finally great to see that Sony has come out with the Sony Reader, basically a crystal clear iPod for your book shelf. Although nothing will ever replace the feel of an old, favorite novel, making tens of thousands of titles available for enjoyment at the click of a mouse is a very good thing.