I just got my hands on a copy of a strictly e-book. It's a make-up-your-own-fantasy book by three South African women writers. It's really fun erotica, and the point is that as the reader, you make all the choices (wear the granny gonch or go command0 - stuff like that).
"Gone is our confidence that publishers and agents know exactly what everyone wants to (or should) read, and can spot all the material worth our attention. Soft porn and fantasy have emerged as particularly under-represented in the industry's official output."