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Steve:
I feel your frustration.
Popular Science--or was it Mechanics?--named the SONY Reader the best gadget/new tech thingamahickey last year, and that was long before it was sold anywhere save SONYStyle and Borders.
However, SONY has reason to be so cautious with its millions. From the perspective of many, they are re-inventing the wheel, fixing what is unbroken, and selling what don't need sold.
I personally find the Reader to be amazing.
For my two cents, my brilliant ad campaign involves market research/surveys of technofiles and commuting business people. Give 100 Readers to people all over the US, have a document on the Reader that explains RSS, purchases, &tc, and then alllow the people to use them for a month.
E-Ink is phenomenal, and unless someone sees it, they will say "Oh, why no backlight, how silly.."
Maybe a TV campaign, like the one showcasing the iPhone, is what's needed.
Either that, or SONY salespeople on street corners shouting "Holy Hand Grenades! Check out this amazing device!"
Of course, all that will cost more than two cents US. ;-
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