@shaggy - I agree Sony and Barnes & Noble need to capture consumer awareness if they want to challenge the Kindle. However, Barnes & Noble retains a significant advantage in owning the actual storefront. I imagine that you will see significant in-store promotion of the new reader from Plastic Logic next year, and as we try to bring along traditional book readers into the e-book market, you can't underestimate the experience of hands-on as a major selling point. I actually think that if Barnes & Noble is serious, they - in partnership with Plastic Logic and possibly with their own device - could be the main challenger to Amazon in a few years.
Anyway, that's my two cents. The report is written by Paul Sweeting, an expert on digital media and distribution, with lots of in-depth analysis on Amazon and the other players.