"Considering this so-called reader is sold at places like Bed Bath and Beyond, Kohls, and Walgreens, I think it is failed logic to think that the buyers would even know what firmware is, much less how to install it." 
Please don't underestimate the intelligence of bargain hunters!!! Or their desire to get the job done or learn how to do it! 
I disagree. People who shop here are basically looking for cheaper alternatives to the high ticket stores. I would never spend $500 to $800 on an ipad when I think it is just a ipod touch on steroids! But I would spend $100 on a backlit reader that doubles as a pseudo android tablet. I have learned to hack devices out of being cheap and wanting to use my property the way I see fit, not being told how I'm allowed to use something I own by the manufacturers. All it takes is one gadget that has been successfully altered, then look out! We're game for another challenge.
I have found that google is my best friend when it comes to learning how to do stuff and people out there love to help. I'm not extremely computer literate, but can follow directions from techies who love to break into firmwares and mod them to their liking. Then share their wealth of knowledge. Gotta love em!!!!
Don't get me wrong Marcy- I'm glad you love your Ipad!! Enjoy it
, But personally I'm too cheap to invest in one! And I have hacked the PDN 2 or 3 times so far and only had minor problems. It now works great and is a great reader. Page turns on aldiko are instantaneous with just a touch.
But I had an Incite that I hacked till it was perfect. I couldn't have made it any better! (Out of the box it was very poor, but I got it for a penny courtesy of at&t and a yearly upgrade) I had the chance to get an Iphone for $200 (and I sold my jailbroken ipod touch on ebay to finance it) and there was no comparison to my incite, even though I really liked it, the iphone was so much better. So my incite is my back up phone and the iphone is my main one. So I can see where your love of the ipad comes from.
