I agree there was a lot of excitement and speculation. It seems like there was a lot more excitement waiting for the release of the 300/600 than there is for the 350/650 though. Having watched the excitement level over the new Kindles I would have to say the excitement level over the new Sonys is but a fraction of the former. I thought there would be a higher level of interest, but perhaps people or just cautious after the lackluster 700 and 600 models, and the slightly better 900 model. Perhaps it has to do with Sony's lack of enthusiasm. Compare the master of electronic releases, Apple, and their build up to every new release of the iPhone, iPods, iPad, or even the lesser build up by Amazon for the release of their new Kindles. Both companies did a much better job of getting public attention and driving the frenzy, so to speak. Sony just seems to not even be that interested in pushing their new readers. If I was the CEO of Sony I would either light a fire under the manager of the Reader division or just cancel it due to lack of enthusiasm. If Sony isn't that enhusiastic, then they cannot expect consumers to be enthusiastic.