Not sure about the price matching yet.
The unfortunate thing is I live too far from the nearest Sony Style store to make the $30.00 ($239.99 vs $269.99) endeavour feasible (whatever I save gets absorbed by the cost of travel and nourishment).
I'll just chalk this one up as jumping the gun and and make sure that I gon't do such things again.
The covers ARE way too expensive.
Ah well, I already use this Reader a lot than my phone (Sony Ericsson Xperia X10 running Android 2.1 and FBReader). Considering that this was my birthday and Christmas present rolled into one, I think Santa has been very good to me this year considering that I've been such a good boy.
Currently using it as my electronic newspaper and loving the fact that the news calibre pushes to the device ends up the periodicals section.
What colours did you get your Readers in? Mine is black with the black cover.