Bit of a different situation there. With music and movies people were taking a physical product and creating a digital copy of it. With the ebooks however it's taking a digital product and changing the format into a different digital product. While tech savvy people are going to have no problem with this? I do know that your average person isn't tech savvy. Sure the programs are easy to use but the real question to ask is if your parents would do it. I know the answer for mine (hell, even my sister who's 1 1/2 years older than me) is no. Without my telling them they wouldn't even know that you could convert an epub into a mobi or vice versa. All they would know is that if they bought a book from kobo or Barns and Noble that it wouldn't work on their Kindle, or if they bought a book from Amazon it wouldn't work on their Nook.