Ok, I just called Amazon. Once again, I have to say the customer service over there just rocks. Excellent, quick service. They helped me do the firmware reset which was really really easy to do (involved pushing a couple of buttons). Have we figured out if it's ok to post the directions on here?
Interesting note: As I was wating for my device to finish the reset, I was chatting with the help guy. I asked him if he had a Kindle and he mentioned that he did not because they were to expensive. I mentioned that I also had a Sony Reader and he wanted to hear my thoughts on the two.
Anyway, long story short--he is actually thinking of getting a Sony Reader now! So I'm hoping that his call wasn't be recorded!! Hey, any way I can get more people into the ebook cult is a good thing.
I think the cost was the deciding factor for him and the fact that that there are more hacks out there for the Sony.