I've had a couple of people ask about my reader, but so many people here stare into their phones, PDA's, etc. all the time so it's quite common. In fact, I've been trying to get a good photograph of a typical train car scene where virtually everyone in the car is staring into some sort of device. More people here use their phones for e-mail and Internet browsing, as well as watching TV, but quite a few are reading e-books on them. The only difference is that mine has a larger screen.
Oddly enough, the times when people HAVE asked me, they were Westerners visiting Kyoto, and met me in Starbucks!
Stitchawl