When I called up sony about this, they told me that they were out of stock, and suggested several other offers that were 100-150$ credits towards the purchase of some item... when I pushed to find out what would happen if i applied for the card, and it took 15-20 days they put me on hold, for quite a while.
when they returned I was told that the reader would be offered at that price to people who applied during that time, but that the device was going to take 60-90 days to get to me. Also if I had any trouble ordering it on the website to call back in once my card is approved. Sounds like they will either make it work, or they actually gave me the opportunity to become a very assertive customer.
Heres hopping that we get some awesome discount on some sony reader