In this article we present a reader's as well as an author's perception of customized eTextbooks. Customisation providers such as editors, translators and graphic designers were asked about their preferred model of compensation for their work by self-publishing eTextbook authors or publishers. Although the royalty model was preferred by authors, most providers prefer an upfront payment. The main goal of this paper is to assess the value that stakeholders put on customised content. A survey conducted in 2013 showed that readers are not willing to pay a substantial amount for customisation. Readers associate a high level of risk with purchasing a self-published eTextbook. Respondents considered a fair retail price for selfpublished eTextbooks should be a third lower than those distributed by publishing houses. However, current prices charged by renowned publishing houses for a typical post-graduate level textbook chapter (i.e., around US$ 8-9) are higher than readers (e.g., students) consider reasonable. Convenience is the major factor determining why people read eTextbooks and recommendations by peers and forum members rank top in creating awareness and influencing the actual purchase. The authors recommend a system based on collaborative filtering to provide customization options to readers.