Is the warranty on Sony's reader transferable? If I want to purchase an extended warranty, must I buy the reader through Sony's website?

I don't know if the warranty is transferable, but you do not have to buy the Reader from the Sony store to buy the extended warranty. I received my Reader as a Christmas gift. My family bought it from Circuit City (which is why I got the silver color rather than the blue I wanted). A couple of weeks after Christmas I called the Sony Store and purchased an extended warranty with accident protection without any problem.

from Sony website

5. Easy to Transfer Ownership - Should you wish to sell or give your Sony Care protected product to someone else, the balance of the service plan is transferable, without charge, to the new owner. Simply call 1-800-773-9667 and we will send you a transfer form.