Did you know you don't have to own a Kindle to read Kindle books? There are now free downloads for PC, Blackberry, iPhone, iPad, and Android available from Amazon. That means people who prefer to read e-book versions of novels can do so without the added cost of the Kindle.
I was interested to know that because my first e-book, Dangerous Hearts, has been released and I'm learning about a whole new market. Many people, especially the younger generation that has grown up with the Internet and a multitude of electronic devices, actually prefer e-books. While most authors still want a book to hold in their hands, before long we may see e-books overtaking print books in the marketplace.
You don't have to own a Kindle. That's a good thing for the Amazon market and a good thing for authors, as well.