The price reflects the fact that they just couldn't resist adding a ton of pointless options, turning it from a cheap ebook reader into some sort of large-screen PDA. A keyboard? What do you need a keyboard for on an ebook reader? And wireless delivery? How much cost has that added? What's wrong with syncing with a pc? Why is cheap and simple so hard to understand?

The one positive is that this might drive down the cost of ebooks. Ebooks will never thrive when they cost as much as (and in come cases even more than) REAL books, which actually cost money to manufacture and distribute so being asked to pay the same price is just not on.

Guess I'm one of the 2 sony reader owners. The sony connect store prices are amazingly enough, very competitive ... like a cheap paperback, if you can wait till the paperback release of the book. I'd love to see an even better ebook out there ... I sort of doubt that the 1st gen from Amazon will be it ... but another big name in the mix is encouraging, especially one with access to so many publishers. E-ink finally made these devices practical ... I love the Sony reader ... but it's very early in the game.

Hopefully Amazon will use its position to price this piece of kit appropriately, $280 dollars for an ebook reader is a little bit silly.