Yeah, you'd think that a store would use the full product name. Yet it does illustrate an issue with Kobo's naming scheme: there is going to be some confusion among consumers. I mean, just look at MR: even though we're a fairly technology literate crowd, we have been calling the Aura HD as the Aura for months. I assume that we're going to keep things straight in the future, but we're going to have to do a mental translation for older threads.