[daffy4u]

I'm half watching TV and reading MobileRead when I look up to see a character on the show "Valentine" (on the CW) hold up a Sony Reader. The episode takes place in the offices of a large bookseller and the character holding the 505 up says something like "... the electronic paper display has a sharp high resolution screen, that looks and reads like real paper. We predict that the book itself will be obsolete by the year 2025".

This was not product placement as the Sony name was "greeked out" (covered with tape) but it is very recognizable.