Congrats on your new toy, rsuryase!
Originally Posted by rsuryase
...unless there are other ebook online store selling new release titles whose format is compatible with SONY Reader which I don't know of any.
If you like SciFi (particularly MilSciFi, though they have other sub-genres too), there's Baen Publishing's Webscriptions.net
. They sell in several formats, including RTF, which works nicely with the Reader -- just bump up the font size, and you're good to go -- the prices are quite reasonable (except for one glaring exception which is a casualty of trying to get Tor Publishing to come out to play), and very bestest of all: no DRM whatsoever.
Other than them, I don't know of any others either.