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I find it ironic, but...
Sony Reader is available in the USA only at the moment. However, their only chance to attract new customers now is to sell outside the USA because current Kindle is tied to the USA, while Sony might be sold internationally.
They got to realise an importance of support for languages other then English. Mind you I, personally, don't need it but I see it as the only road to success for Sony (well...temporary success. In the end amazon is gonna win anyway).
One of the biggest attractions of Kindle is availability of content and fantastic prices on the content. However, it is all in English. While English is more or less an international language in business/travelling/technical literature, reading fiction for pleasure is altogether different animal. So, while Kindle is winning the USA market, Sony might try and win some of international market.
They shoot themselves in the foot if they don't realise it.
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