Where's the market?
I honestly don't believe there's a real market for any of these readers - at least not until they drop below 50GBP.
Thing is - the real appeal will need to be to people who read regularly. Not watch TV, play computer games, or use Facebook for social interaction. Nothing wrong with these activities, and of course they're not mutually exclusive to the reading habit. But the book-buying public - as a broad generalisation - are a rather more discerning retail challenge. The good old-fashioned book still has a lot going for it, and isn't set to disappear anytime yet - certainly not in the face of expensive digital readers, overpriced digital files or aggressive DRM.