I hope the "fit width" zoom in landscape mode (which Sony 900 does) will be included in the upcoming firmware release.
Anyway, it is great to see how the IREX management is reacting to the users/potential users. If the marketing or management teams can read all the 800SG reviews, they should realize the great impact on sales if they incorporate the Sony 900's software features. Just as this review pointed out: The Best eReader? - iRONY DRS-850
http://www.the-ebook-reader.com/irex-vs-sony.html