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Yes Marty that's a hard reset. Once you do a hard reset you then have to reconfigure everything - your wifi, the Sony Account, the Adobe ID etc.
Please go to the link I posted for the Sony FAQ's and read through them. You need to make sure the device has been authorized and that your Sony Reader store account and Adobe ID are properly connected to each other.
You've obviously entered something wrong somewhere. The problem is in the software side not the hardware side.
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