I just came across another 7" LCD ereader on Walmart's website (they have the best ereader selection anywhere). You might recognize the hardware; I've reviewed it before as the Skytex Primer and apparently Skytex isn't the only company to put their logo on it.
It's based on a 7" LCD screen, and it has 4GB Flash, a microSD card slot, and in general the same file support as the Primer. For $80, it's a decent ereader. What you give up in ability you make back in the low price.
In case you're interested, here is my review of the Skytex Primer.
P.S. If the color makes you want to vomit, don't worry; it's also available in black.