Gizmodo recently asked why, and Wired (where this image comes from!) did the same a year ago. Long story short: it's a crowd-pleaser, more a showpiece to entice buyers than a feature that helps users. At least for now - it could be argued that by comforting reluctant users with familiar paradigms, eBook apps are positioning themselves to usher those users gradually into the future. If so, I'm eagerly awaiting that future, where the versatility of digital content can be leveraged instead of dumbed down - and in the meantime, having the option to de-paginate wouldn't hurt!