Control? What control?
If I have to buy a book I would rather get a paper based one. Then *I* decide what I can and can't do with it. If I want to give it to a friend I can and if I want to sell it I can. I have absolutely no trust in either the good faith of e-book sellers or the "cloud". I may be thought old fashioned but when I pay for something I like to think that I should be the one in charge.