I have waited quite some time for the Gen3, but was bitterly disappointed once it was here. Why? The different pricing...
I thought long and hard, since I could afford both readers, but decided in the end that the sony reader was the better choice. It has a better battery lifetime and comes with a cover from the beginning.
I ordered my sony via ebay (including a light for 359$/ from a seller called odditycommodities) paying slightly more than in the sony shop.
I now eagerly await my reader for a first hands on
cheers,
kaas