This is the one I am waiting for to launch http://www.borders.com/online/store/MediaView_ebooks. I like the idea of being able to read the book that I buy on any device without being tied to a particular ereader or format (I know the eDGe only reads epub & pdf for now). Borders is not a bad bookstore itself.
On a different (but similar) note, I, for one, do like reading on the LCD screen (so long as the background is not white or any other bright colour). I have different ereaders on my laptop & computers but the one I like the best is the ereader software from http://www.ereader.com. The reader is light on the eyes, especially with the "parchment" background colour option, and the features are pretty good. So far I haven't found an e-Ink ereader that has auto-scrolling feature (and that's one feature I like when reading a novel or magazine), thus I tend to read those on my laptop or computer. The only downside, in my opinion, to reading on the LCD is the battery drain on the device.
One good ereader that I did find that loaded full screen on the eDGe (I loaded it on my friend's eDGe when I was setting it up for him, waiting on my eDGe to arrive this weekend) is Aldiko from the Google Market store (I have the apk file, if anyone wants it, PM me your email address and I will email it to you). Nice little ereader that I believe I will be using more than the e-Ink side to read my novels and magazines.