I'm actually somewhat impressed by the store. The pricing seems to be all over the place, 1776 by McCullough is priced at $13.59, and I was somewhat amused that the Federalist Papers (by Alexander Hamilton/John Jay) is for sale for $3.96. That's obviously one you could get for free from someplace else.
Lots of the SciFi seems to be $5.59 (with some higher and some lower). It warmed by heart to see The Foundation Series bundle on sale for $11.99 (which includes Foundation, Second Foundation, and Foundation and Empire). That's probably one I'll grab since my copy of the series is laying in tatters somewhere.
It seems to me that they are intelligently pricing these books, since their competition for many of these would be paperbacks. Of course paperbacks don't have DRM, so we'll see how the market responds.
I just got an email saying my reader shipped, so hopefully it will be just a couple more days before I can give this thing a try!