The actual firmware is not different. The Boox is using the same Adobe 9.1 for OTA book buying. I tried it myself last night at the Books on Board website and unfortunately got stuck at not remembering my adobe log in
It was the first time I tried and so wasn't sure of the process.
Granted their set up for organizing the stores is a good idea.
Also with our current coupon for MR members its only $319
-Charlie