Short Covers - An answer for the expensive Kindle?

This is a new e-reader program that's launching the end of January. They are on target for iphone, as well as blackberry storm - basically an e-reader to kick Kindle's butt... based out of Canada - they are owned/sponsored by Indigo.ca - Canada's version of amazon.com

http://www.shortcovers.com/splash/ - The ShortCover's splash page.

http://indexmb.com/indigos-ereading-initiative-shortcovers-is-out-in-the-open/ - a discussion on the product.

http://www.truveo.com/Talking-Tech-CES-Short-Covers/id/4035412680 - a podcast with the owner.

http://www.sfgate.com/cgi-bin/blogs/sfgate/detail?blogid=19&entry_id=34327 – another description of the service.

I'm most curious to hear my fellow romance writer/reader friend's thoughts on this as a method of distributing our medium... Feel free to comment!