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I'm not so sure how well this will do, when it's sitting right next to the Sony Readers (also sold at Borders). The price is $20 less than the Sony pocket reader, and the screen's an inch bigger... but I don't know that this makes it so much more attractive that people are going to risk...
Go figure they start off with a few hundred thousand public domain [ Project Gutenberg ] books. Not that bad a place to start but the fact that they're free to everyone kind of takes away from the launch. I guess they have to do something to compete with Amazon