If the 10.2" size is correct, this is again iRex's own screen - not the 9.7" FlexiScreen from PVI. I wonder what, if anything, they are doing to make the screen less fragile.
Making the touch screen optional lowers the entry price, but complicates porting 3rd party software. Even the existing MobiPocket Reader requires touching icons. Perhaps they added a long row of keys to facilitate the non-touch interface. The Plastic Logic device will be entirely (finger) touch driven.