It came and went for most because people couldn't justify buying an "inferior" screen and spending more money when they already owned a tablet or phone capable of doing the job.
That was the mistake. I charge my Kindle Paperwhite only once or twice a month and the brightness setting goes so low I don't even care that much that it's blue light. Though I've considered buying a filter to put over the screen.
I disagree that PDF is the gold standard for e-ink. Reflowable content is the future, with HTML-based formats like ePub or Mobi. For one thing, it enables low vision people to have a custom-tailored font size. For another, publishers keep the same margins on PDF ebooks that they do for paper, wasting screen space. And it means the content fits the device's screen no matter what the aspect ratio or size.