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.

E-reader maker iRex promises to deliver a high-tech color, writable ebook reader by 2011. They claim that this device would have a brightness level three times that of the existing additive color electrophoretic displays, thanks to a system of subtractive color mixing.

Subtractive e-ink technology is compared to physical printing whereby colors act as filters to absorb portions of white light striking them and reflect back the desired hue. The additive system mixes together backlit or illuminated colors to create hues, often requiring filters that can reduce overall quality.

I like to read and I could see myself buying the Amazon Kindle reader with its slick built-in Internet connectivity. It would be cool to be able to download new books without having to run to the bookstore to pick one out. Right now though, I think the Kindle is still overpriced.

iRex has announced three new eReaders called the 1000S, 1000SW, and wireless connectivity 1000SW. All of the readers have the same 10.2-inch screen that looks like paper. The readers also include a Wacom Penabled touch screen.