I confess. I bought one last night at a local Family Christian store. They had a display model out that I played with first. They also offered three Bible versions with the purchase (NIV, KJV, and The Voice).
So far, it seems like a nifty little eInk reader. The touch interface is nice, and I'm happy with the purchase. There is a neat reading stats feature that gives you details about your reading (time spent, books read, pages turned, etc.), but mine is empty at the moment.