I love my 505 still, and if god forbid something happens to it, I'll buy another Sony. I think Sony relied very heavily on word of mouth for the Readers, first when they came out as it was a mostly new product, then later they were possibly content to ride on the Kindle's coattails. It's possible they don't see the need to push it if sales are good enough.
And since I love their product, I keep supporting them by buying through their bookstore (that's not a dig on those who don't purchase from them, just so you know
)