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A reader from a recognizable brand with a price point below $100 will start targeting the casual reader and teenagers/students.
Very few casual readers will frequent a board like this or will do a lot of research on the different makes and models. Neither will many parents, grandparents, etc...
Think about how many would have sold during the Harry Potter phenomenon (if JK Rowling authorized ebooks) or how many could be sold now with the Eclipse saga.
Of course publishers would need to get on board and bring prices in line and possibly adding extra content to an ebook like interviews.
Imagine if it were possible for Amazon, right before the last Harry Potter movie, to offer a Hogwarts edition Kindle pre-loaded with the last book and some sort of extra content for under $100. They wouldn't be able to keep them in stock.
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