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It's a little bit misleading, as the Cooler doesn't require you buy things from their store. Interread may have done themselves no favours by trying to sell the service and the device as a single proposition.
As for the hardware, it's a tad unfair to single the Cooler out for not having wireless access when they are also comparing it to the Sony PRS-505.
That said, I've commented before on the problems in getting the user interface right when you just buy in firmware - and reviews like this only back up the fact that you have to do more than copy iPod colour schemes to make a device as useable as an iPod.
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