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You can't have it both ways -- by not buying ebooks from the Sony Connect store you're demonstrating to the company (which most likely only knows what it knows by way of the bottom line) that you don't have any further interest in the Reader and are very likely letting it sit in the bottom of a closet. Companies have such narrow visions of what happens after initial sales.
So if sony thinks there's not much interest after initial purpose they will very likely make the totally incorrect conclusion that there isn't much interest in the Reader and certainly no long-range future for it, since they can't make continued revenue by selling content.
If you want them to continue to develop the Reader, you had better hope that enough people buy books from Connect to demonstrate a large enough interest for them to keep the product alive.
Hardware sales aren't the only factor they look at, since once every user who is interested has a Reader, the only way the company will continue to have a revenue stream from the Reader will be the much smaller trickle of new users plus the hopefully significant flow of revenue from the sale of content.
I'm not saying that anybody has a moral obligation to buy from the Sony store, but I am saying that if there isn't much by way of such sales Sony may well decide to end the product.
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