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The symptoms you are describing are truly strange . . .
A PC USB port should NEVER look like an external charger, unless the USB cable or port on your PC is defective and shorted, because external chargers have the two USB signal pins associated with data transfer shorted together (that's how the Sony knows it's connected to a charger instead of a PC), but a PC port should never show up this way.
When connected to a PC, these data pins are never shorted, but instead should always have valid data signals on them, and your Sony reader should detect this and go into 'USB Storage Device Mode' instead. As soon as the PC does the proper handshaking, your reader should pop up on the desktop as several different USB drives - One for the readers internal memory, one for the SD card slot, one for the Memory Stick slot, etc.
Of course, if you are not using any external plug-in memory, those drives are not readable, but your readers internal memory should ALWAYS be there, already formated and ready.
I would try another cable and another USB port on your PC, and if that doesn't work, check your reader on another completely separate PC.
I have been lucky and my Sony Reader has always been very reliable, but I have noticed that some other USB2 devices like Thumb drives and external USB hard disks can be fussy about working on some PCs depending on which USB2 port I plug them into.
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