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All this format non-sense has to be sorted out before the devices can go mainstream anyway.
Multiple formats don't work in the mainstream--see Blu Ray killing off HD-DVD etc. So buy the time eReader devices are mainstream, it will be moot as there will be one format for books that's won out and no one will have to worry about knowing the names of formats etc.
Otherwise, they'll remain niche market devices as they're just to complicated for mass success now--beyond people buying a Kindle or Sony and only getting books from the attached store--in which case calling them eReaders won't confuse the owners anyway.
And in your example, only knowledgeable folks are going to be shopping around in different stores anyway. The less knowledgeable probably just stick with their devices attached store anyway as there's little chance they have anything other than a Kindle or Sony reader if their just a casual user since that's all that gets advertised heavily in the media. With the Nook to come and join them soon on that front.
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