I have to agree with Natch, I'ave had several "literate looking strangers" approach me and ask if that's one of 'dem Sony Reader Thingies as well.
Most folks thought my iLiad was an ancient PDA.
Rather than spend millions on TV commercial's I'd rather see Sony spend millions making the Reader better. I think one key is for Sony to create a single chip reader. Spend the $$$ and create a single chip with most of the circuitry in it. This will drive down production costs, increase reliability and extend battery life (allowing use of a smaller lighter battery.)