Don't know if it's the same in every UK Waterstones, but I saw they had a silver Sony 505 on display in the Harrogate one yesterday.
It was fastened to a shelf amid some junk at the bottom of the stairs where you might not notice it and had a large font so showed only 15 or so lines per page.
After my Cybook, I didn't like the silver surround at all and thought it made the screen look darker.
But if I hadn't seen one before, there's no way that such awful presentation would make me think ebook readers are a good thing. I certainly can't see this increasing their sales.
