Fictionwise to Sell $99 ebook device!

Teleread is reporting that online ebook retailing giant Fictionwise is about to start selling a US$99 dedicated ebook reading device. At $99 this is a crucial price point. TeleRead: Rocket eBook-type devices coming back from Fictionwise

While the proprietary format worries me this venture might have legs, with the retail know-how of Fictionwise behind it.