According to the article,
"The editor of the publishing news site Book Brunch, Nicholas Clee [was] 'puzzled that each purchaser has bought only two ebooks. People seem to be buying the device but not using it."
Assuming there hasn't been a misquote here, Mr Clee is under the impression that Waterstones is the only site from which ebooks can be purchased for the UK Sony Reader. This suggests some interesting possibilities:
1)30,000 owners of the Sony Reader in the UK are buying their books from US online sites like Fictionwise;
2)They all know how to use MobiDeDrm;
3)They're all still working their way through the 100 free classics;
4)The 30,000 new owners of the Sony Reader (most of whom, the evidence suggests, got it as a Christmas present, given the huge spike in sales on or just after December 25th) haven't touched it since they unwrapped it, and the 70,000 ebook sales on the Waterstones site can be attributed primarily to a small group of enthusiasts;
5)They're all downloading books from bittorrent instead.
6) Some combination of the above.
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