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I would assume it'll go something like this:
-Sony rewards is notified that there are 100 Readers in warehouse for credit card offer.
-Email goes out to first 100 people sorted by credit card activation date, inside email is special link for our offer.
-If you fail to order within x days, someone else gets your Reader and you go back on the list.
Then again they could just have a monkey throwing darts at our contact info
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