PowerPivot, basket analysis and the hidden many to many

Surfing on the web, here, I came into this intriguing question:

How do we ask something like "Show me how many customers have an iPad but don't have a book?"

We are speaking about a sales analysis where the canonical entities are Customers, Products and Sales. Moreover, because we have been used to speak about cycles since many years ago, due to the nature of AdventureWorks, the question can be posed in AdventureWorks's language as: