Sony's mainstream ads have been very few and far between. An ad recently appeared in the New York Times... in USA Today before Mother's Day... and another I remember being mentioned, but which I cannot find now.
I really have come to the conclusion that Sony does not expect the reader to become a mainstream device. They promote it among techies (see
this thread), but not to John and Jane Q. Public. Makes you wonder what they were thinking when they developed the thing...
Likewise, the Connect Store seems more of a favor to the techies who bought the reader, rather than a site to entice newbies, and thereby sell more readers... iTunes it ain't.