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Sony can't compete in the US. The majority of ereader buyers are interested in the store attached to the device. On top of not offering as many books, it also can't compete with delivery time and the speed of resolving customer issues as US centric businesses.
Competing on price in the US with companies that are willing to take a loss is also bad. Not just for the fact that the other companies can always go lower, but because it affects how the US pricing is viewed in other countries. It's one thing for a US company to sell devices in Europe for a higher price than in the US and it is another thing for an Asian company to sell devices in Europe for a higher price than in the US.
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