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It's interesting that the JBL can be sold on its merits, but a great many interested in it are attracted first and foremost to its low price.
I think that the competition devices have too many bells and whistles for their own good. Polls have been clear that folks won't consider buying an eBook reader until the prices come way down. So why there are so many fancy units offered for $250 is a mystery to me.
I think a major appeal of the Kindle is that (as far as I know) once bought, most people are set. Just as no kid likes to receive a Christmas present that says, "Batteries not included", I imagine there are a huge number of people who expect to receive everything that they need when they purchase a gadget.
So I think that Ectaco (or the retailers) should state plainly, "This package does not include everything that you are going to need to enjoy using this product and get your money's worth out of it. You might already have everything that you will need for this, but if you don't you've got more spending to do."
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