A new electronic book publishing company, Brown Fedora Books, is promising to deliver books that are “rebar tough and built to last.” The list of books is small and selective and all downloads are free. The company website is brownfedorabooks.com. Predictions are calling for over 13 million electronic readers to be in use by the end of 2010. Brown Fedora is prepared to tap into this huge market. After only a few months in existence, the company is already averaging over 10,000 hits a month at its website.