You’ve got to have a lot of nerve to introduce an electronic book reader in 2007.

Sure, the idea has appeal: an e-reader lets you carry hundreds of books, search or jump to any spot in the text and bump up the type size when your eyes get tired.

But the counterarguments are equally persuasive. Printed books are dirt cheap, never run out of power and survive drops, spills and being run over. And their file format will still be readable 200 years from now.

So e-book readers keep on coming and keep on flopping: the Rocket eBook Reader. Gemstar. Everybook. SoftBook. Librius Millennium Reader. The Sony Reader is in stores even now, priced at $350 and making literally dozens of sales.

Then on Monday, Amazon introduced its own e-book reader, called the Kindle. It arrives at $400  reading material sold separately.