If another company (i.e., Amazon) were to decide that they like the idea of conveying book ownership rights via the blockchain, what's to stop them from just creating their own ERC20 token? Are you relying on being first to market? How will you gain traction with e-book readers? Although I'm sure this project has plenty of early investors by now, I doubt they're all going to be avid consumers in PBL's actual book market.
In this regard, I'm skeptical of being able to obtain legitimate adoption of the platform by authors and consumers alike. It may just be the case that Publica is ahead of its time. However, blockchain technology is still not widely used by the public at large, which has me questioning how this project will ever get into the hands of its target audience. There's a lot of other projects in other fields that expressed very similar ambitious goals, and yet they've struggled to gain popular adoption. So I'm skeptical that Publica will be able to bridge this gap where others have failed. I feel like it would require cooperation with retailers one some level, which leads to me back to my opening question.
Still, this looks like a good project. The the team looks really solid. The whitepaper is generally well-written (a few couple grammar errors). It's an original idea that tries to solve an actual problem, and the problem seems like one that blockchain is poised to solve.
I can definitely sympathize with the problem that EULA's and other licensing arrangements can make on distributing digital copies. Providing a means to irrevocably transfer ownership rights in e-books is very intriguing. With that said, I'm hesitant as to whether the general audience for e-books: 1) is ready to embrace blockchain technology on such a wide scale, and 2) cares about the difference between license vs ownership. As someone with a legal background, I can appreciate the difference. But to the average consumer, is it really worth losing out on the convenience of just using Amazon (and only getting a license)? Is the idea of true ownership really worth the hassle for people to learn how to use/operate an entirely new e-book platform and currency?
The whitepaper is extremely ambitious, so it'll be on the devs to consistently deliver on various goals. If not, investors will lose confidence. Best of luck!