Nancy Elekes loves to get lost in a good, saucy story.
"For me it's like total escapism," Elekes said. "You don't think about anything but the story, and you can be in the heroine's place."
Elekes loves it so much, she owns her own romance novel book shop in Cypress, called Sunshine Books.
"There are suspense, there are horror. There's paranormal," Elekes said.
Books with covers filled with sexy women and muscular men, and some of those covers are so racy, people don't want to be caught holding the book.
That's where electronic readers, like the Kindle, come in.
"Women can download a book when they feel like it," said author Tessa Dare. "They don't have to make a trip to a store."
Romance is one of the fastest growing sectors of e-readers -- up 30 percent in recent years.
Thanks to technology, like the Kindle or the iPad, a reader can be spared some blush when choosing to read a partically saucy story, because there are no covers displayed for others to see.
"Women who read and write romance are in all walks of life," Dare said. "They're lawyers or accountants."
Digital books won't totally push out traditional paperbacks, Nancy said. Print sales are still strong, too.
Afterall, it's the lusty tale that sells.