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The same way that the claimed battery life of 7200 page turns is total bull in reality -- that only works if there is a page turn a second, non-stop. There's no way any of us have gotten anywhere near 7200 pages on a single charge in normal reading, on ANY of the Sony Readers.
It's all just smoke and mirrors, in the best situation (probably simply displaying a single page for 8 hours with no page turns) you can get 8 hours using the light on low.
But in reality it's less.
It'll be very interesting in another year to see what the 705 has to offer -- possibly an extra millimeter of thickness in exchange for a much more robust battery?
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