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It's interesting: Over half of the respondents (19 of 32) who purchased Kindles so far had some sort of dedicated reading device already, and most of them were Sony Readers. (15 of that 19). I also note that none of them had iLiads.
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I think a reason for this is that Sony owners are common and active here on this forum and therefore have a large pool to draw from. If you look at the number of members "viewing these forums", the Sony forums are always at the top. In addition Sony had a legacy model PRS500 from which to jump from.