I love my JBL and recently bought two more.
But I have to say that for the majority of people, with the price difference lowered or non-existant, the Nook (wifi) or a refurb Kindle2 would be a better choice. Most people don't care where they get their books from and are happy with being able to just go to the web site and download. Without price as a factor, they don't want to go exploring to get their books, download to their computer and then sideload to their device.
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