Where major publishers have feared to tread, Sidra Stich, has bravely set up shop.
But publishers fear other advertisers could eventually deliver their ads in a manner similar to I.B.M.'s new technique.
At the moment publishers fear not so much the literary efforts of retiring politicians but those of MPs who have lost their seats.
Worried about declining physical book sales, publishers feared Amazon's eye-catching discounts would devalue their electronic product.
Defamation laws may come into tension with freedom of speech, leading to censorship or chilling effects where publishers fear lawsuits.
But the publishers fear a squeeze on their own profit.
Mark Twain's publishers had feared this, and asked that the story be especially edited for the English edition.
With the electronic book edging into the realm of the feasible, publishers sense an opportunity and fear that others will soon steal their markets.
Many publishers fear they are now open to libel prosecution in any country with Internet access.
However, publishers fear e-text because it is too easily pirated.