What has one to do, to discover, that Amazon Kindle exists? (in any country, not only US, by the way I don't get why situation in EU is any different from US as far as Kindle's market share goes) Visit amazon. Nearly all active readers go to www.amazon.<whatever> from time to time.
What has one to do, to discover, that Sony Readers exist? Be interested in ereaders and read a number of reviews, maybe one out of 6 reviews would mention Sony Readers.
So kindle has huge advantage and you can't blame it on marketing dept.
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