A premium price for a reader with a 6 inch screen manifactured by Sony could be maximum 50 dollars above the price of a kindle or a nook touch (so 180- 190 us dollars).
In the Bloomberg
article they talked about a 300 dollars device. J don't think they will sell much if they propose at this price a simple reader with a screen of 6, even if they put in it the wifi and even with the quality of Sony.
But for you the rules of the market seem not much important.