I've been away for a lot of time... and I don't know if someone has already said it, but a little search gave me no results so...
Simplicissimus Store, which is selling iRex iLiad from this summer, now is selling Cybook Gen3 too, for a nice price (I think): 339 €. I've bought my Sony PRS500 at
www.bhphotovideo.com and including change, taxes and shipping I paid it about 300 €. Don't know about which one is better, if Sony or Cybook, but for people living in Italy like me I think it would be nice to buy a reader without all this shipping costs and with warranty
Here you can find the Cybook Gen3 page on Simplicissimus Store website. Hope this will help someone.
(and sorry for my bad bad english ^^'')