The snippet in the bottom left corner shows buttons that look like what you can find on previous Sony Readers, so they are probably from the leaked Sony Reader PRS-T3.
This invite confirms predictions made elsewhere as well as a tip from one of my readers. According to lesehest, the reader who first found the first leaked product listing, the retailer said that info in that listing was supposed to have been embargoed until after IFA.
The new Sony Reader is expected to ship on 18 September (according to some of the other leaked product listings) with a retail in the range of 139 euros. Our best info says that it has a 6" Pearl HD E-ink screen, touchscreen (but no frontlight), Wifi, 2GB Flash storage, a microSD card slot, and is generally the same ereader as the previous models with mainly only cosmetic differences.
But it is going to have a lighted cover, albeit an expensive one, so it's not like there's nothing to look forward to.