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In my opinion, SONY is probably going to win in the UK at least, since its going to get a full UK release with Waterstones. I think its going to end up being like mp3 players, lots of competitors for the devices themselves, and you buy your books from various sources.
Also, I would like to point out that just because iPods are more popular than any other mp3 device, it does not mean they are better. I would take a SONY walkman mp3 player over an iPod any day for better sound quality, design, battery life etc. The biggest reason why iPods are popular is iTunes making it easy.
My SONY reader 505 to me looks better, feels better and works better than the Amazon Kindle.
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