Granted, 10 hours would be lousy for a device dedicated only to eBooks, but for a more general purpose computing device it's generous. I work with several different laptops (an Acer, a Toshiba, and a couple of different Thinkpads at work) and the battery life on all of them is only 2 to 3 hours with the standard batteries.
I've found that Apple's claims of 5 to 6 hours of battery life for an iPod Touch are accurate, so I have no reason to doubt their claim of 10 hours for most activities. That seems fairly decent performance to me.
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