Oh, and back on topic...
It's different for Amazon than Sony.  Sony has been in stores for half a century.  Amazon has always been electronic.  I certainly expect to see Kindles in stores soon, because at this time, they are less convenient to purchase than just running over to Target in your house slippers and grabbing a Sony.  Therefore, it makes sense to me that Kindles will be in stores soon.  I'd like to see displays for both devices side-by-side on well-stocked shelves at Target, Walmart, and so on.  Then let the price war begin!