I think, especially for the UK, the Sony Reader being available in the countrys leading book store will really help. Especially those who read, but aren't tech savvy.
And obviously the support for EPUB is a big plus.
I'm hoping the support of EPUB is picked up by many more devices and then it won't matter who wins. It will be down to personal preference which device you read on, and not what format it can take. Ala MP3.
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