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Well... I guess people can keep their fingers crossed, but I doubt the current commercials are in response to a new device in the offing. Sony had a few ads, though only print ads, in most airports in the US last year and continuing through this year, it could just be their response to the current collective bite people have taken to their device and the urge to pull more consumers in.
As to the Cybook being a threat, I don't think Sony even has them on their radar; consumers are more apt to go with an established company they know before jumping to a company they've never heard of before.
Sony could be marketing the current model until they've used up existing materials that have been revised in the *new* model. Perhaps they won't release it to market until all units have been fielded and liquidated from stock so they won't require a fire-sale to recoup costs. Who knows, that may be the case; but if I were a fence-sitter waiting to buy a new gadget based on rumor, I'd be really ticked if I waited 6 months before it actually came out. All that time wasted and the current model is more than sufficient (plus cheap when you take the credit card credit awarded for a new card $100-150).
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