Yeah, anytime that you buy a new gadget that is pretty much the only model of its type that works with a single source, there's that risk. There's the emotional / irrational fear (?) that you won't be able to replace a device that you've become used to (or really liked using).
On the upside, the Sony reader gets a lot of things right (the ability to use non-DRM content, SD cards, etc.). So I'm hoping that it is able to compete well against the Kindle while still making a profit.
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