Amazon brings audio and video to eBooks

Amazon has decided that audio and video content is a good idea to bundle into the eBook experience and is starting on the iPhone and iPad. Of course this type of move will generate headlines and entice some to the idea of eBooks,  but I thought the aim was to make eBooks feel as close to paper books as possible? Call me old (new) fashioned, but I want my eBooks to contain text just like a real book does.