There's no reason that a book retailer (or someoneelse) couldn't define the digital reading experience and create a commercial proposition around reading.
There's always a possibility when a company is bought or merges or goes bankrupt and someoneelse picks up the pieces that there will be a short-term disruption as systems are intertwined.
It's a house that's big enough to live in with someoneelse but also small enough to live in alone, and there are very few places that have that feeling.