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I got my protection plan at SquareTrade, but as Asawi said, you have to sign up for it within xx days (I believe it was 30 days at the time). SquareTrade was very reasonable and I got the extra accidental damage coverage for $39.95 with a coupon for 3 years for the 350. From what I've read, SquareTrade had much better service than Sony or Best Buy (where I bought my reader from).
I doubt you'll manage to be able to get the coverage after the broken fact though, unless you go about altering receipts, false claim after waiting several weeks at least, etc (which I'm not condoning at all). You'd have a longer wait to replace your 950 doing that.
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