According to page 8 of this manual:
http://mipsa.p.lodz.pl/download/Baza...rs-mmcv1.0.pdf only Sandisk MMC cards automatically go to sleep 5ms after the last command was issued to the card.
There is a command 15 that places the card into an "inactive" state which puts the card into a deep power save mode, but the Sony Reader would need to issue this command to the card.
So it would seem that some cards can be more power saving than others if the Sony doesn't command the cards into the inactive state.