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When Kobo had a weekend price of $128 and free premium shipping I bought it as a gift for my husbands birthday. I already own a Sony 505 and paid $250 for it. I was willing to pay for more for it's features but the lower price for the Kobo made it a an option for a second e-reader in the family. Sort of like the net books are a great second computer when I already have a desktop. Price points are an issue for many people. There is no way I am ever buying an apple product because of the ridiculous prices. (my ipod I got free with points) I am not going to buy something just because it is cool perhaps many feel this way judging by Apples market share.
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