Sony Ebook Reader

I stumbled upon this device while roaming around at the new Westfield shopping mall in Shepherds Bush. My initial impressions in the fives minutes I spent with it are:

• Sony have done a brilliant job in removing the glare that infests moden personal devices including the iPhone (which I believe is a generation ahead of its rivals and the its human users). It felt like reading a book. Initially I thought this was a display gimmick but as I scrolled through the pages it became apparent that this was a small revolution in the device. I expect other competitors will try to replicate this technology.
• It's got an awful lot of buttons. It's frankly a mess. If I am reading a book then why do I need all these buttons. And the buttons for scrolling the pages are unintuitively located.
• In typical Sony fashion they have tried to tie this down to proprietary formats. This means that I cannot get an any pdf off the web and view it in the reader. This could very well boil down to my ignorance on how the reader works but surely inter-operating with other formats is a powerful factor in the success of this device.
• My colleague also added that Sony Ebooks are more expensive than its paper counterparts. This HAS to change otherwise it will not go beyond the tech enthusiasts.