@daffy4u: That's for the Fires, not the Paperwhite
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And they are indeed flooding the amazon co.uk/de/fr storefronts (at least) with (a couple of) the Fires, with no mention of the 'updated' K4 that they do seem to offer (shipping September 12).
But the Paperwhite, the device most of us actually care about? Nope. ;'(
(On the other hand, Kobo's Glo went up for preorder today, and *will* ship October 1st in France, Booken (a French company that's been making decent devices for a while) hinted at a new Cybook today, and B&N seems to finally be trying to move in on the European market...).
And I still remember the Touch release in France, which happened a mere few days after the Paris Book Fair, where they flaunted K4 ads nearly everywhere with no mention of the Touch... I smell a second epic fail in the making...