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Bebook Neo is $299 and not $433. I realize you probably got to that number by converting the price in Euro to Dollars.
All of the companies that lowered their price substantially are selling ebooks so with their lowered price they try to get their customers committed to their stores. Even if they don't make much profit selling a reader they'll make up for it selling ebooks.
But yes if Onyx or Bebook don't lower their prices they will eventually be left behind.
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