JMHO... I think..
People may well be waiting, a bit, to actually see the launch.. They may even cautiously wait to see how the product is received.. At .018, they would certainly have time to get a good position under .10.
If product launches, works well, is promoted well, and most importantly, is priced right... This thing could fly nicely. I hope it does.
Facebook readers don't concern me, as far as stock sales are concerned. Most of those readers are consumers, not investers. They are looking for a solution; input toward the solution...or to a degree, I'm sure some are competition, looking to degrade the product.