I've not heard the commercial, but I feel there will always be a market for used books, some people will never accept e-readers, however, as Rachel pointed out, e-book are the up and coming thing and instead of trashing them, HPB should be looking toward expanding their market to include an on-line store for used e-books. I'm betting it wouldn't take much to reset the DRM on an already purchased e-book and make it available to another customer!
Proud owner of a rare and exclusive autographed copy of the soon to be classic novel: Boomerang, by Alan Hutcheson!
Man of Steel, by Dave Conifer
The Murder of King Tut, by James Patterson