Kobo eReader costs just $149

Kobo's game is ecosystem, and in fact it doesn't plan on making a big splash in the actual e-reader market, since it's primarily about building branded software and delivering branded e-book stores for others, including manufacturers (like Plastic Logic), and booksellers (like Borders). Still, the 6-inch E Ink reader is fine hardware in its own right, with quality plastics throughout, a nice patterned rubber back, and a big friendly d-pad for paging through books. The device is actually laid out to mitigate accidental button presses -- even the menu buttons labelled on the front are actually located on the side of the device.