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sounded to me like borders was doing their own app.. competition is a good thing, but so many reader apps can get confusing. good thing folders are coming this fall to the ipad.
sony, i doubt they'll do an app. you're right, they care more about selling the hardware than actual books. and fortunately for them their readers support a few different formats. that was the selling point that got me to buy my 600 in the first place.
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