Cooler Readers
I believe the Cooler Readers are now available to the masses. Yes, another ebook reader (that kind of looks like an ipod to me but maybe that's just me)... In any case they have their own bookstore to buy books from here:
http://www.coolerbooks.com
(You can buy from there is you use other readers like BeBook, Sony Reader, etc. Although I think some of those prices are ... well ... pricey).
I don't think I've read any reviews about this reader (Not that I'm getting one), but it's cheaper than a Kindle and about the price range of a Sony Reader PRS-505.
At least I don't recall anyone calling this the kindle killer.
http://www.coolerbooks.com
(You can buy from there is you use other readers like BeBook, Sony Reader, etc. Although I think some of those prices are ... well ... pricey).
I don't think I've read any reviews about this reader (Not that I'm getting one), but it's cheaper than a Kindle and about the price range of a Sony Reader PRS-505.
At least I don't recall anyone calling this the kindle killer.

no subject
Their websites are both sparse for actual information; it doesn't say much (anything?) about the software in the reader, nor about DRM or other issues with the books they sell. And some of their ebooks have book covers from other ebook stores, which is, umm, interesting.
There are reviews:
Engadget: Interead's COOL-ER claims to be the 'iPod moment' for e-readers
"...the first of its kind to be designed specifically for the non-technologically inclined reader in mind..."
NY Times (login or Bugmenot needed): Don’t Quit That Kindle Just Yet
The Cool-er has eight iPod-like metallic-paint shades, but it’s made of plastic. It feels hollow and insubstantial; the plastic literally creaks when you press the buttons, which doesn’t inspire particular confidence. And did the company really need to paint all those TM’s on the reader itself — let alone the slogan (“We make reading cool”)?
You have a choice of eight type sizes. Unfortunately, performing a type-size change requires — no joke — 16 key presses, each requiring about 20 pounds of force.
Electricpig: Cool-er eBook first impressions
Build wise, Interead has got a lot right with the Cool-er eBook. It’s astonishingly light and thin (Just 181g), and strikes a great balance between screen size and portability, slotting neatly into an inside suit jacket pocket.
There are a couple of minor flaws in the design though. The audio port for listening to music needs an adapter shoved in first before your own flavoured 3.5mm heapdhones. Secondly, the D-pad is quite tough to depress, and not best placed for your grip.
Gizmodo: Cool-er eBook Reader Review
It succeeds in looking like an iPod and being available in a lot of colors, but fails in usability and design.
(Why, yes, I have spent too much time at
no subject
no subject
Call me crazy, I don't really care about wirelessly being able to 'buy books' on the fly. My PRS 500 has plenty of books I haven't read loaded on it and I load up my sd card also. Is it really such a need to BUY now?