And just like searching for a bank, it pays to do some comparison shopping.

FORBES: Is It Time To Switch To A Credit Union?

NPR's Julie Rovner joins us now to talk about what this might mean for people who want to do some comparison shopping of their own.

NPR: 3 min 45 sec

While we're on the topic of Sony's Reader Store, we feel compelled to do some slight comparison in terms of selection.

ENGADGET: Sony Reader Pocket Edition (PRS-350SC) review

Let's do the comparison anyway, and consider some other tech advertising over 35 years of Super Bowls.

ENGADGET: Editorial: BlackBerry slumps into history of Super Bowl tech ads