I just stopped by the CompUSA in Greensboro, NC, and asked them about the Sony Reader. They didn't confuse it with an actual book
but they had none in stock. The employee thought they might get it by the end of the month. I looked on the CompUSA website, and found the Sony Reader and its cradle for sale. They list the release date as November 1st. If you want to mail order it, try them.
-William