I went to my semi-local (2-3 hour drive) Sony Style store today and traded in my old EB-1150 for a new 5" Sony PRS-350. They were not happy about having to do the trade-in during Black Friday and initially told me to come back Monday or Tuesday. After expressing my frustration (I had called to ask in advance; I normally work on weekdays), they made it happen. Only took about 5-10 minutes once I got someone (the manager) who knew what he was doing. In the end I walked away with a new reader for $75 AND--completely unexpected--a free $25 gift card for the Sony ebook store. The GC was a promo; I have no idea if it is local only or time limited. New reader for a net $50 -- sweet!