IREX is introducing its DR800SG e-reader. It may look like the Kindle, but it isn’t. The screen measures 8.1 inches diagonal and the controls are a stylus/touchscreen combo along with a control bar on the side that works sort of like a joystick. Also, the IREX renders newspapers with page layout intact, allowing readers to zoom in on articles.

The device has an always-on 3G connection via Verizon (Don’t worry. No subscription fees). The company has also partnered with Barnes & Noble for their e-book store, selling most new books at $9.99. No PC is required, but the syncing software is Windows only. The DR800SG should be available at Best Buy stores in October for $399.