Can bells and whistles save the book?

Attempts to invigorate books with video and other digital bells and whistles keep bumping up against this fundamental problem: You can’t really pay much attention to anything else while you’re reading, so in order to play with any of these new features, you have to stop reading. If you’re enjoying what you’re reading, then the attentional tug of all these peripheral doodads is vaguely annoying, and if you’re not engaged by the story, they aren’t enough on their own to win you over.

This article makes a great point. Given our already-scattered and very distracted reading/TV watching/web browsing, we really can’t stand to have yet another distraction to pull us away from a book or e-book’s main feature: the text.

Has anyone else had similar issues with their “enhanced e-books”?