According to Wikipedia, morphing is 'a special effect in motion pictures and animations that changes one image into another through a seamless transition’. This paper explores the evolution and future of ebooks and the environmental stimuli that influence their shape. The transition zone has been surprisingly protracted, challenged by content, format, integration, discovery, acquisition and access issues. Indeed, some debate seems to have stalled on the relative merits of the digital versus the print book: ‘…for most readers and most books, ebooks are a solution in search of a problem’ (Crawford 2006). Yet this is a good moment to pose the question recently raised of journals: has the tipping point been reached? Libraries are entering the critical mass zone, for complex and instriguing reasons, where a shift from print to digital collections is making increasing sense. What has reignited an interest in ebooks? What is the impact on librarians and providers? With born-digital publications on the scene and digital native clients, where is the signal marker that slackens our hold on legacy perceptions like ‘book’ and ‘journal’ in response to our futurescape? Above all, how far ahead of us are the people we serve?