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I was waiting for the $99 ereader for years when Kobo came out at $150, which was $110 cheaper than either Kindle or Nook. I bought at that price point and so did a lot of other people. B&N lowered the price on the Nook and Amazon followed suit with the Kindle.
It is indeed a basic reader, but it does the job. I'm worried that their eggs are in the Borders basket, though.
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