Can't ebook publishers and ebook readers just get along?

Can't ebook publishers and manufacturers (and resellers) of ebook readers just get along? As a reader (and not only as a book publicist), I want the dust to hurry up and settle so that we can all read (and, yes, promote) ebooks if we'd like. Until we figure out which ebook format will take hold, and which ebook reader or device will "win" the book wars, the ebook publishing revolution will move in slow motion. And I'm too excited about the opportunities for book promotion that revolve around ebooks to wait. So, for now, I'm using workarounds (such as ebook publishers who output content to various ebook formats) to create book promotion opportunities. But that's just a placeholder. Soon, I hope, we'll figure out the best format for ebooks and the best way to deliver them and the best way to read them -- and then this book publicity specialist is going to delight in the biggest development in the book publishing industry since the printing press. Great article about the ebook format wars on BNET.