I had the chance to play with it at the local bookstore (Germany) - I already had Kindle 2 adnd DX in my hands by that time.
The only thing I liked about the iRiver Story was the screen, but I disliked the housing, it looked and felt so cheap, I though I was holding a very cheap copy of a cheap copy of a Kindle.
For the look and feel, I very much liked the Sony PRS 600 Touch Edition, but the screen is horrible! Not to forget: unjustified text looks horrible too...
That's why for epubs, now a PocketBook 302 is on it's way to me now