I really like this thing. It's not Eink but something else, they call it "Digital Ink".
I had one of these machines in my hands some days ago. This is for kids, of course, or for the beach. You can't really compare it to a Sony or Amazon device, but it's nice for people that would like to carry 4 or 5 library books with them.
I'm still hoping that we'll see some even cheaper devices in the near future, maybe 20-30 Dollars. Or maybe we'll get one for free with our library card someday.