I never expected that either, but then I got a Zune from Microsoft which brought new FWs that also added functionality to my 1st gen zune, a PSP where FW-updates also add stuff (I wonder why Sony adds to the PSP but not to their readers), an iPad where you get new functionality, etc.
So even if I don't really expect that Sony does this, I wonder why they don't. They don't have to add all the bells and whistles of new devices, but maybe reading what's in the forum and then add the most wanted stuff. This would keep customers more happy.
I bought my PRS505 because it was the only available device here. I then bought a PRS600 because it added more PDF-functionality. I now have an iPad, too and competition in eInk grows bigger. So if I replace my PRS600 anytime, it won't be a Sony anymore, now that there are different devices on offer in stores.
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