I'm sure Sony has different units focused on different aspects of the market, but IMO they need to focus more on killing off the agency pricing model if they want their ereaders to sell. They might be right that consumer choice between ereaders might depend as much on quality as on price, but consumer choice between ereaders & paperbacks is the problem.
I used to spend several hundred dollars/year on ebooks-but in the last year I've spent only about $50-and don't expect to spend more in the future. Basically, I've switched back to paperbacks. Not because I like them better than ebooks, but because I can still buy them for a paperback price. ebooks at hardcover prices get a resounding NO from me.
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