No, because they'll sell more product by getting them into resellers. Now you might ask why they don't keep some product both in their own store and at reseller locations. I imagine eventually they will. But right now the product is basically internet word of mouth. At least, that's how I found it. If I hadn't gotten angry at Amazon and started looking for a Kindle alternative, I'd never have heard of the Edge. Once it hits resellers, it will reach a much wider customer base, I would expect. My only real concern with the Edge is content, and if I can find a way to create my own content (not PDF-I hate PDF (as an ebook format) like I hate Google books), I'll be scrambling to get an Edge.