I doubt Sony is going to step up the advertising.
Sony Reader is a miniscule part of the corporation. PS, TV, BluRay, video cameras, digital cameras and many others are so much more than the reader that I am surprised they bother to carry on. In 3 years? they will abandon the project altogether. They thought to capture the market with their own ebook shop, it failed miserably. I think it is more like a momentum carries them on for now or maybe because of famous Sony's ego and stubbornness.
It is very sad. I have played with Kindle 3 recently and disliked it a lot. Its hardware proved all my suspicions and worse. I will be very sorry when Sony quits.