Have you taken a good look at the competition? Amazon and Kobo have been progressing at a decent rate. Both vendors offer a range of models, from bargain priced feature stripped models to premium priced models with every gimmick. Now Sony has one model, and it's in the premium priced category. Not only is there no choice for people who want bargain readers, but that premium priced model looks a lot like the competition's basic model.

I don't think anyone's expecting all the gimmicks at a bargain price. I suspect that most people expect the price to reflect the features. For example: I wouldn't pay $130 for an ereader with an integrated light when I could get something similar for $100 without an integrated light.

Anyway, time will tell what Sony actually ships. If it is similar to what we're seeing now, I doubt that Sony has much of a future in the ereader market.