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I bought my JBL (my first e-reader) recently for $100. Price was only one consideration. I do agree that it's probably harder for most first-time buyers to look beyond Kindle, Nook, and Sony when the price differential is no longer as much as it used to be. But percentage wise, it's still pretty significant.
I tried a Nook in B&N before buying the JBL, and a Kindle 3 in Staples afterward. I was not impressed with either one (I hated the Kindle!). I don't feel I compromised on any features I wanted by buying the JBL.
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