I can confirm that this is now in action. On my Japanese PRS-T1 I now have the option of visiting Rakuten and Kinokuniya's bookstore instead of Sony's- From what I've been able to deduct - albeit from a cursory glance - they have the same selection and the same prices. I've been looking for the Japanese original of 1Q84 by Murakami Haruki but though it is released in translation on e-books the Japanese are still bound by paper.
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