It could be argued that the importance of the book as physical object is generally seen as secondary to its role as a content carrier. Thomas A. Vogler states that there is an 'established sense of the book as a physical object that exists only, or primarily, to be a 'container' of a therefore separable text' (Vogler, 2000, p. 448) Holland Cotter agrees, suggesting that the mass produced object of the book is a 'secondary, rather than primary object' where 'content matters more than form' (Cotter, 2004, p.xi). The book, in its traditional codex format has performed this container role for centuries, however over the last decade, as technology has improved and become more affordable, eReaders such as the kindle are challenging the dominance ...