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I was on a business trip to US last month and although I did not see the unit on sale at Target or Costco, I did see it at Austin's Borders, and San Francisco Airport on those vending machines. And at SonyStyle and Fry's electronic stores at both states. As I understand it too, there are various discounts that can be applied towards the purchases now.
My point here is that generally, the availability (and cost) of the Sony eReader in the US is very good as compared to internationally.
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