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Everybody, repeat after me:
The machine is called the Reader, not the eReader.
The machine is called the Reader, not the eReader.
The machine is called the Reader, not the eReader.
The machine is called the Reader, not the eReader.
The machine is called the Reader, not the eReader.
The machine is called the Reader, not the eReader.
...
The message will get across eventually, hopefully.
The problem with calling it the "eReader" is that "eReader" is the name of a very popular eBook format, which the Sony Reader will not handle.
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