For one, I remember a Google talk where they mentioned how the completion rate of e-books were higher than physical ones. One of the theories which stuck with me was that the reader not being aware of the end of the book could have been* a driver.
How did they determine this? Last I checked, physical books didn't have telemetry.
Yeah, this might be true, but that's a problem for the content provider I think -- or even not even for them (since you have already bought their book).