There is a mismatch between "proReader for business professionals" and selling in B&N stores. To me, "business" implies higher prices, for capabilities beyond ebook reading, and the many B&N stores implies dedicated e-book reader (perhaps for students).
So I think Plastic Logic is going for a reasonably high volume production line and relatively low prices. In contrast to the iRex DR1000S with low volume and high prices ($859). My guess is that this will be $500-550.
Don't forget that the
Entourage Edge will be $490 for a 9.7" Eink screen and a 10.1" LCD screen. Prices for large-screen readers are likely coming down after Christmas.