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i got this too.. i took the RTFM approach and found the answer...
if you goto the sony ebook store and click on help, evenutually you find the following details.. (it worked for me!)
To register/authorize your Reader Digital Book with the eBook Store, please do the following:
Install the eBook Library software provided with your Reader Digital Book.
Click on the eBook Store icon located in the left frame.
Create a eBook Store account or sign in to your existing eBook Store account.
Connect your Reader Digital Book via provided USB connector to your PC. The Reader will appear in the left frame. Note: Reader MUST be turned on and active, not in sleep mode, when connected to PC. For best results we suggest it also be fully charged.
Click on My account at the top of the page.
Once in your account, page down to bottom of page and go to Manage Devices in the My Authorized Devices section.
Your Reader will be located here at the bottom under "We have detected the following attached devices". Click "Authorize this device" to register your Reader Digital Book with your account.
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