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Now that I can’t get that “It’s raining men” tune out of my head, we’ve got another batch of ebook readers to report on.  More OEMs are getting into the picture, but what does that mean for stores?  Can the market really support this many players?

Today, Asustek says they’ll erode extend their EEE brand and come out with an ebook reader from that brand.  Word is late 2009 at the earliest which probably means they’ll launch at CES in January. 

Fujitsu launched a color one back in March, Sony just announced 3 more to their stable, MSI is said to be considering, Apple may or may not have something that might compete in the category (outside of iPhone/iPod touch), Barnes and Noble is set to partner up and launch one and the list seems to grow daily.  Are that many users hopped up about ebooks?

Our Sue Walsh, Gadgetell’s resident ebooker, says, “One thing is certain - if you love reading, you’ll love the Kindle.  Other e-readers are simply no match. ”  Kindle fans, both the early adopters and those that waited for the second version seem quite passionate about their Kindle.  Are other ebook makers looking to take a piece of that pie or expand the market somehow.

From the looks of the new devices, they look to take a piece of the pie.  Very similar form factors, no significant new features and no new value proposition.  It amazes me that no one has gone to a free hardware/more expensive titles format as we (in the US) prefer to keep our inital layouts low, even if that means a higher total price down the road.  I suspect it is because we are not that good at math, but I digress.  I still hold the first to introduce this market plan will win the hearts and minds of the US.

Otherwise, will there be any brand loyalty between a Sony reader versus an EEE one (excluding our Adam Berger and his predilection for all things Sony)?  I suspect not.  So what will all these other readers do to drum up business in a crowded market?  It can’t be anything other than a race to the bottom.

So, if you fancy an ebook reader, hold off for a bit.  I’ve a strong suspicion bargain bins will be full of them come late winter.

Read: [Digitimes]