Sorry to drag up a semi-old thread but I've been doing some research on eBook Readers as well. It was just announced a few days ago that Kobo Books (majority owned by Chapters/Indigo) is releasing their own eReader in May and for only $149 Canadian.
http://www.koboereader.com/index.html
It doesn't have WiFi, so you've got do download the content and upload it using USB but given the price it seems like a pretty good deal. Plus it comes pre-loaded with 100 books. There are some differences between it and the Kindle, but the price is a major attraction as far as I'm concerned. Anyone still trying to decide which eReader they want might want to check the Kobo out.