The PRS-505/SC is in the Best Buy Sunday paper flyer or ad. In my area, it is in back pages on the same page as laptops. Found the ad page on-line at the BB website. The price is the $299 list price, so it is not on sale. But still for the Reader to be included in the Sunday ads says that Sony is pushing this year's models to a wider market. I have seen the Readers on display in the computer section at several of my local Best Buys in recent months, but those were showing the PRS-500.
I finally saw the PRS-505 a week ago at the Sony Style store in Tysons Corner. I brought a PRS-500 back in June after the price drop, but having seen the -505, I know I'm going to cave in and get one soon. The contrast improvement alone is too good to pass up.

The BB ad and website shows the model # for the silver model, but I want to get the dark blue model. Have to check to see if BB will have it. Now I just have to see if I can be patient and wait until I get a 10% or 12% off discount coupons from Best Buy and use it on the PRS-505.