Given that Amazon’s goal is to offer customers the lowest prices on everything, what’s the next logical step? How about even lower prices on ebooks where Amazon starts making money on in-book ads? Think Google AdWords, built right into the book. Of course, Amazon won’t want to use Google’s platform. They’ll use their own so they keep 100% of the revenue.
If/when this occurs, it could be a selling point for library ebooks… assuming libraries are able to offer the things people are looking for, which isn’t always the case even now.