This is a strange statement~
"The Sony Reader provides a wonderful book reading experience that will win hearts away from paper books. Period."
These devices, iliad and Sony, give a more booklike experience and have the advantage of storage ... but winning hearts because of the experience? As the owner of an Iliad I haven't, nor will I, stop reading paper books which, on the whole, are a better experience (you can speed read across pages, you can flutter the pages and read extracts to find a section, they generally don't break when you drop them etc ...)
These devices won't sell by winning hearts, but by winning minds.