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I Have to say that until very recently most people outside the US were not that aware of Readers.
It took the Publicity of the Kindle and recently the promotion my Sony in the UK to slowly get people aware of the existence of readers.
Once people know about it, then comes the question of experience. Most people cannot see the benefit of eInk screens untill they actually see them in person, as they usually assume that they are the similar to LCD screens on computers and Phones.
I've been approached by so many people who have been curious about readers when I'm out and about that I've lost count. They've been astonished by the readability of the screen.
The main problem people then run into is availability of content. Only a limited selection is available for purchase (especially outside the US). Most people will not know that they can easily buy from other stores, or about format shifting.
Finally is the Usability. Currently, the Kindle has the easiest system for buying books, but even so it does take a little knowledge to setup an account initially. The others while quiet easy to use, do require a little bit of technical know how to buy protected content and require a computer to do so.
That's why I'll be interested in seeing POS system in stores, to get over that knowledge hump.
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