You should not have to log in each time. I tried duplicating what happens to you. So I'm taking a stab at it.
You have to click on settings & then turn on your wireless. Yeah I know you know this ;o) BUT if you don't wait for the wireless to completely connect before going to the reader store it will prompt you to log in. If this happens, do you see the sign up button below? Next to it should be a skip button. Click on that & it will take you to the reader store anyway.
If you wait for the connection to complete entirely you should not have any trouble connecting to the store. It does take a a few seconds for it to complete. Check the little icon up near the battery icon. It should be fully shown before the connection is complete. Then tap on the reader store button.
I hope I'm being clear. If you are still having problems, I sure don't know what else to tell you. I hope someone will be able to.
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