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Couple of possible scenarios.
A Jetbook Mini is coming out in the next 2 -4 weeks in a riot of colors at a lower price.
White and burgandy have been their slowest movers so better to sell them for cost or near cost now than to be unable to sell them later.
B Ectaco has made enough off the lite so they can afford to sell it for closer to cost.
Investment has been paid off, anything they make now is gravy.
C With the new kindle trying to push into the low price spot they decided to spike their guns.
D All of the above.
I'm guessing D myself.
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