Book jitters

I was reading today that Indigo / Chapters stores are giving Canadian Publishers the jitters as the chain moves to market books as a lifestyle instead of a product. What does all that mean? Have a read of this article, it's a real eye opener. I've almost given up hope of ever seeing one of my books on sale in a traditional book shop, but at least Tim Daunt (MD of Waterstones) still believes that the content sold in his stores has a value beyond monetary. Check out what Waterstones is up to here.  
eBooks are the future and book stores know it. Some will run away and others will stay and fight. When I say eBooks, I don't just mean words on a screen like the Kindle currently offers, but interaction with the plot and characters so the story literally "comes alive" in real time. The advent of Pottermore is the best example I can give you. JK Rowling is a true visionary. However, as much as that really excites me, the question "what will become of books?" bugs the hell out of me. Imagine the next generation being totally oblivious!