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Interesting, albeit very low key push from one of the major high street retailers here in the UK - waterstones (at least our local store) have been selling the PRS-350 at a fairly sensible price - £111, same as the basic wifi kindle.
I've only ever seen the Kindle in one bricks and mortar store - PC World, and thats on display with the Sony reader.
Sony need to compete on more than just the quality of the product - I do feel as though the PRS-350 is a better quality, more complete product that the Kindle. I still see no reason for the keyboard, the touch screen gives considerably more flexibility.
And at least as of the PRS+ firmware, it handles PDFs incredibly well, better than my colleague reckons his Kindle does; he's been using it for viewing the manual of his Canon EOS-50D, and absolutely hates it.
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