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yeah i see your point. i remeber reading some others that wrote it "hearst did not include the hardware" , which of course my quick look cant find. I interpreted them as hearst sought a buyer for the ecosystem but held back the hardware.
it might also be that they couldnt sell it. articles about the skiff around ces mentioned they were developing the reader "with a manufacturing partner". LG was mentioned as the display provider but their could have been a third partner as well- like iRiver. Hearst may not have had enough ownership of the device design to sell it.
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