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Considering newegg's recent price of $99 for a JBL with a free leather cover and free shipping, I think that the JBL still has a good price advantage over the Kindle 3 and the Sony 350 and 650. Prices quoted here for the Kindle and the Sony's never include the price of the cover (and the sales tax).
However...
1) The competition when on sale is now within many people's price range. A year ago there were folks who could not afford the competition (but could afford the JBL on sale).
2) A year ago nearly all of us here who had seen both the eInk vizplex and the reflective TFT screens felt that the reflective TFT screen was superior. But now Sony and Amazon offer the eInk pearl screen, and opinion is divided over whether the reflective TFT is superior to the eInk pearl.
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