This thing will kill the Kindle, and all the other eReaders. So take a great name from your past Apple and call it the iBook.
iBook was one of the top hopes and guesses for the name. But that name is best reserved for when multitouch is brought to a 2-screen device. (Folding laptop with 2nd screen instead of keyboard). Now that would be the killer eBook reader.
In the meantime it would be nice to slip two iPads into a book jacket, and have them share content, displays and user data. See a 2-page book spread; email on one page, read on the other, drag notes across etc. Multitasking before the iPhone OS allows it (dualtasking anyway
At 3 pounds it would be a coffee table book. So i might hold out for the paperback version (iBooklet): two ~7" screens with no bezel.