I read on Teleread blog that there is now a Sony eBook store at Borders. I downloaded the eBook Library software from the borders page and opened the eBook store.
http://ebooks.borders.com/content/borders/index.html
But, it looks from watching the requests in Fidler that it is just a different front page... however, all the rest of the pages are the same. So, I'm not sure why they are doing this.
BOb