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"Flash" means to install a new reader firmware in this case. Usually as a result of the manufacturer updating something or to fix a bug.
"brick" describes the use of a reader when the "Flashing" process goes belly up and you can no longer use your reader as a functioning device.
There have apparently been issues with "flashing" the Sony reader when using emulation packages such as parallels and so the suggestion is to only "flash" the device , if it ever needs it, from a dedicated Windows PC. At this stage anyway.
For normal use, ie reading/registering and transferring books it doesn't matter.
Howard
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