After resisting the Kindle for a long time because of DRM fears (I don't like to be locked in to a single vendor) I got a Sony EReader a few months ago. I love it, and I'm reading a lot more because its such a nice reading experience.
Many people have said to me that they are reluctant to go to E-Readers because they miss the smell of books.
So, I propose E-Book-Smell Strips! These would be strips containing the smell of physical books that you would stick to your E-Reader.
You could even charge more for "Hard Cover Smell"!