I think they just want to earn from the store sales. They have their own ebook store like amazon. Catch is something like this - before chinese brands enter into this market and flood it with similar readers, somebody already started it and is trying to bank on it. Nothing bad if it only lets people read the books. I was thinking Kindle is better because you can backup books online for free upto 4GB on amazon account. I am still not sure except the online backup of book part, none of the other chinese or other EU brands tried to come up with cheap reader like this.