Not sure what is wrong with the website but I found a $50 off the 950 on the edealinfo.com website but when you click on it, you are linked to the sony website with the old price. Here is the link for those interested:
http://www.edealinfo.com/sony/coupons.php
If it was not because this reader is the closest to my requirements I would give up already, I am not holding my breath for good customer service, if it is so painful to just buy the reader in the first place.