On Fictionwise, you also run into this problem right in the titles:
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Dragon's Fire [A Pern Novel] [Secure eReader (recommended)/Mobipocket/Microsoft Reader]
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Then, within the book's details, it repeats:
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Available eBook Formats [Secure eReader (recommended)/Mobipocket/Microsoft Reader - What's this?]: OEBFF Format (IMP) [661 KB], SECURE MOBIPOCKET FORMAT (314 KB], SECURE MICROSOFT READER FORMAT (463 KB] - Requires Microsoft Reader 2.1.1 for PCs, or Microsoft Reader 2.2.2 on Pocket PC 2002 handheld devices. Some older Pocket PCs can be upgraded. Learn More., SECURE EREADER (RECOMMENDED) FORMAT (289 KB]
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and
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Microsoft Reader ISBN, MobiPocket Reader ISBN, eReader (recommended) ISBN: 9780345493828
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So, not only is there room for confusion regarding exactly what "secure eReader" may be, there's the added problem that the site is saying that it's "recommended" - even if you're signed-in, have other devices registered with them (Mobipocket: laptop, Cybook; IMP: eBookwise-1150), have purchased other formats (multi-format, Mobipocket, Microsoft Reader) in the past, and have specified which formats you're interested in (in the communication settings). For any customer, but especially for someone who's new to ebook purchasing, it's extremely counter-intuitive to purchase something other than the "recommended" format. After all, why would a site that you've registered at and given detailed information to "recommend" something other than what you should actually buy?