It's good to see more devices with epub support. As far as design, I'd put it one notch above the original Kindle's looks.
Is this device targeted at the US market or somewhere else? I can't see that gaining much traction here going against the Kindle 2 and Sony 505/700.
Ebook Device History: Pilot 1000 -> Palm Pilot Professional -> Palm IIIxe -> Handspring Visor Prism -> Toshiba e310 -> Toshiba e740 -> PPC6700 -> Treo 700wx -> iRex iLiad V2 -> Sony PRS-700 -> iPhone 3GS -> Kindle 2