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If you think about it Kobo is selling the Vox for 199.99 from their site with free shipping. It probably coasts around $20 to ship a package as large as the Vox. $20 is probably the share that the box stores get for every unit sold. They're selling them at coast hoping you'll buy other things like the $50 cases or $40 2 year warranty. Plus, the temporary discount probably got a bunch of people on the fence on whether to get one or not (like myself) to buy one this week.
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