Sony's supposed line taken from the blurry photo of what might be a PowerPoint presentation reads:

Full clear touch screen
No additional layer of E Ink screen giving an amazing and crisp paper-like appearance

Contrast that boring statement with the better advertisement from Amazon:

All New, High Contrast E-Ink Screen: Our graphite Kindle DX uses our all new, improved electronic ink display, with 50% better contrast for the clearest text and sharpest images

Additionally Amazon uses the key phrase "Latest Generation"

If nothing else, Amazon seems to be better at advertizing their new Kindles than Sony is with these supposed new readers. If these a real, Sony is going about it in their usual half-hearted way.