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I'm not well catered to in the current market, so my opinion may not resonate well here. For starters, I find current eReaders to be far too big. I put up with it right now, but I don't appreciate the size. For a decade I read on PDAs and smartphones with LCDs and never touched eInk in part because I preferred a smaller reader.
Further, one of my favorite all time devices for reading was super, super chunky. It was HTC's Touch Pro2, a landscape tilting slider QWERTY most popularly described in blog reviews as a 'brick'. I loved it as a phone and even more as a reader. If the screen weren't so awful and the chipset could run modern readerware, I'd still prefer it. That said, Ara is surprisingly thin considering its versatility. I don't have the assembled dimensions at hand, but last time I read them I was impressed. As to weight, you can pick your own modules and tailor it to your comfort. If you want longer battery life and don't mind the heft, you can go that route. If you prefer light, you can build it that way.
I suspect Ara will eventually spawn more endos than the original three, but mostly I see it as suitable for bringing eReading to people who aren't already being served well in the current market, rather than competing with more standard devices.
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