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Judging from the button layout and colors, if this is in fact the real deal and not a gimmick, I'd venture to guess it might be Sony's overseas model for Asia/Japan. When I saw the pic, the first thought to jump into my mind was Sony Librie, and since eBook sales are supposed to be on the rise here... who knows? I'm still hesitant to believe the rumors about the sales figures, as I haven't seen any actual proof yet.
Secondly, why would some no-name online company be advertising Sony's new product before you can actually find any info of it off of Sony's? Also, why would Sony revamp the whole shell and issue another model if the first is doing well, especially if they didn't really upgrade the innards too much? Time will tell.
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