Foolish admission: turns out (from comparing firmware) it is the COOL*ER EB600. The reseller had agreed that it was Cybook, of course they probably don't know anything about ereaders, esp since the system is in English.
I just "spaced" on the control button shape - mine is circular. Didn't realize it until I was reading about the Tuf-Luv cases...
I guess there is not much difference in any case - I wish there were a "delete" file function though, but I like the feel of the "harder" next page button as I keep the unit turned on.