Jay-tech, a consumer electronics company based in Germany, have announced a new ereader. The EB10 has a 7" LCD screen (800x480), 2GB Flash, but no Wifi or touchscreen. It' supports Adobe DE DRM, and it can read html, txt, pdb, fb2, Epub, and PDF. Battery life is supposed to be around 5 hours. It's going to be sold in the Schlecker drug store chain in Germany; retail is 119€.
You might want to get it as a lark, but I wouldn't recommend it as a serious ereader. They're selling it for slightly more than I paid for my SmartQ 7, and I bought that last year.