Good link, thanks.
It's even more interesting that just a repurposed generic Android webpad (even one with a rather nice design). They actually have their own walled-garden Reader App for android and iPxxx.
http://www.familychristian.com/reader
Unfortunately they made the mistake of many free android app developers and only offer it on the google Play site.
It seems pretty well received:
Epub, ADEPT DRM, sideloading support...
https://play.google.com/store/apps/d...ristian.reader
(But then, the 17Mb size and screenshots make me think its a rebadged Bluefire Reader.)
There is a tendency to neglect the Christian market for content (books, music, etc) but there is a lot of money there. The music market runs north of US$500 million a year; figure 40-50 million CD's worth. Not trivial. The book market likewise runs around $500 million a year, though dropping slightly in recent years. So them getting deeper into ebooks makes a lot of business sense.
No sense letting Amazon run away with their business.
(Amazon sells a *lot* of Christian Romance ebooks.)