You too can now pay $9.99 to read text on a Web page, in Amazon's proprietary format, with the graphically limited format of a printed text-only book of yore. Sure, your bookmarks and notes will carry over from the Web pages you're reading on to other devices - but could that possibly be enough to warrant paying for Web-embedded eBooks? I don't think so. Once it hits the Web, premium content is only sellable because of scarcity or a superior user experience. I don't see either of those being true in this case.
Isn't the best thing about the Kindle the user experience? The form factor, the e-ink, the mobility? None of that seems transferable to the Web browser.
The thing that always bothers me about e-books is their price. I know there is a long chain of people that make up the e-book industry just like there is in the traditional book publishing industry, and those people deserve to be paid well, but I'd buy so many more e-books if they were priced like mobile software apps are.
$9.99 is getting better, but give me a price point of $5 and we're really talking. I'll buy three books at $5 a whole lot faster than I'll buy one book for $10, and I'm sure I'm not alone in that. Paying for book content makes sense when talking about mobile devices, but as embedded text content on Web pages? I do not feel inclined to pay for that.
As a complete package, give me an open technical standard so the e-books I buy can be read across all platforms, give me a richer experience and give me a lower price point. Then I'll be excited. This looks like a non-starter.