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If the new Sony comes in at $399 you could make the case the new Irex could be positioned at a higher point, but you quickly bump into the DX price territory if you do. I could see them going to $425 if the 7" Sony comes in at $399, but not much more.
They could definitely use a marketing department! One look at the website is a prime example of that as well as pricing/positioning of the product. The Kindle and Nook both have nice multimedia presentations and the 800 still only has a computer generated picture. They are a relatively small company, but hiring a talking head is not that expensive compared to the overall product development costs and could payoff big time for them. They can really highlight some nice benefits such as screen area twice the size of the 6" competition meaning less page turns, an overall size comparable to 6" devices, a pen based note taking feature which is much more natural than a non-pen based approach and the benefits of the open e-mall architecture, but they don't seem to be taking advantage of any of that.
I still question how viable they are long term in the market, but it's still very early from a business perspective and personally I love the 8" screen size. I think it's the best screen size if you keep the overall dimensions small like they've managed with the 800 and they might be more likely to attract the hardback book readers.
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