I mean no disrespect to igorsk, but it amazes me that Sony can't figure out this stuff by themselves. The Reader rocks, but it takes "us" to make it work properly? Typical Sony... Can't program software to save their lives. Their Reader software is rubbish; Connect software is rubbish; Playstation 3 software is rubbish. I'd love to see a Sony PC OS.
You'd probably need a third party workaround to get the serial number to install it.