Harry,
The Bookeen firmware, which is based on Linux, has a lot to do with GPL, more so if Bookeen does not feel obliged to release the relevant source code. If you visit the original poster's website, you'll disocver that he doesn't provide the Bookeen firmware. In fact, he was asked by Bookeen to remove it, hence I assume Bookeen is very well aware of his actions.
There are tons of examples described on popular sites where Linux users tinker with devices with Linux firmware, and make it portable to other devices.
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