My first 'official' reader was a Sony 505 which I shelled out £180 in 2009, and it was at a large discount if I remember correctly.
Since then I've had Kindles (x3), Kobos (x2) as well as a Nook.
It's hard to believe how normal carrying a reader has become. When I got my first Kindle it attracted a lot of attention when I was out and about with it, when I got my Mum her Kobo for Xmas 2011 she attracting a lot of attention in hospital waiting rooms when I was at Physio by using hers which she kept explaining a lot of the time to others, "was not a Kindle".
By the end of last year it's not unusual to see a lot of people in waiting rooms reading on their eReaders almost common place. It's now more unusual to see someone reading a paper or physical book now in my experience.