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I can definitely vouch for the Kindle having a different demographic.
I thought reading devices sucked and didn't know about e-ink until I went to amazon.com one day looking for a hard-to-find book. Lo and behold, there on the front page was the Kindle.
My initial reaction was "oh my goodness this is the most awesome thing ever" and had I been American I probably would've bought one on the spot.
The funny thing is that I am very much a techie who usually researches everything, and that was my experience. For non-techies, I'm sure they discover the Kindle and that's the end of the story.
Out of curiosity, does the Sony advertise anywhere besides their website in the US? Most people look at Sony hardware in stores and don't visit their site ever, so the Kindle definitely has a huge advantage in that department.
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