Jetbook, can be found on sale for under 200$ 150 for a jetbook lite (4 x AA batterys instead of built in rechargeable Li-ion battery)
Does a multitude of formats, .TXT, .PDF, .FB2, .JPG, .EPUB, .MOBI, .PRC and .RTF
Its quick, page turns are almost instant.
Long battery life, 20 + hours.
Its ideal for someone who wants to load their own books they've found from whatever sites. No so much for someone who wants to be able to buy the latest whatever.
Its has a 5" screen, and a very large assortment of font sizes.
I've had mine for over 6 months, its well built, tough even.
No touch screen, but easy to operate with well designed menus.