Plenty of folks are already giving up their first & second generation Nooks & Kindles for iPads & higher end Android Tablets. You don't have to believe this is the case, but I see it frequently. They see the newer devices as more flexible and a better value since they are capable of a lot more than e-book reading.
Truth be told about e-ink in bright sunlight. Most of the ebook readers still do not perform well in especially bright places with direct sunlight. It's not a deal breaker for most though since that's not the primary place for such activities. Conversely, the iPad display is not as hard on the eyes when reading ebooks as originally thought.