Love it!
I've got one - have had it for 2-3 months now... Bought it just before it was announced that it would be for sale in the UK...
Love it - ppl complaining about the lack of backlight miss the point - it's a book, with the same limits that paper books have... Yes, you can get a cheap laptop for the same price and read books on that - AND use it for whatever... The point is, that you don't have a LCD screen tormenting your eyes, and the long periods between recharging the battery...
Biggest problem is the supplied software - useless, i never got mine to work... Calibré (mentioned elsewhere in the comments) works very well in that regard (not pictures and audio)...
The achilles heel is content... I'm not from an englishspeaking country, and finding content in my own language is impossible.. And this would explain why the reader (so far) only has been available in US + canada - it looks like Sony wants to establish the iTunes for books, thus only sell the devices where they can supply the content...
I recommend it - for reading books found/bought online its excellent!!!