Sony using Pottermore to get back into the eReader race?

What does Sony's participation with Pottermore mean for it's (struggling?) ebook lines?  Sony was one of the first to market ebook readers but since then both Amazon and B&N have stepped up to take a greater market-share.  Is Sony seeing this as an opportunity to market Harry Potter ereaders in an attempted to catch up? 


Quote from PC World:

"Sony’s association with J.K. Rowling’s Pottermore brings together one of the world’s most innovative brands with the most successful book series in history, in a pioneering partnership that will help shape the future of story-telling," said Sony CEO and president Howard Stringer, adding "We are proud to be a part of it, both at this momentous announcement, and as we collaborate on its development over the coming years."