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I received some additional info, straight from Sony. Basically, one important aspect of the campaign is to demonstrate to schools the availability and benefit of e-books. While most of us are very well aware of e-books in practical terms, some schools are still in need of catching up, facing the phenomenon where students spend a lot of time on PCs (or Macs) but not so much time reading books. The idea is to merge the two and have a win-win situation - for schools and for Sony.
Beside the campaign and the Readers give away, Sony will also be providing the management software; they will teach the schools how they can authorize multiple PCs (in their computer labs, for example), giving them an environment to find the books they want (usually it's the classics that most closely fit with a school's curricula), an environment where they are all formatted the same and are easy to locate and manage. The ultimate goal would be to have the schools move on from there, to learn of other places where they could find free content or even perhaps purchase content from.
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