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Then it still makes much more sense for them to sell their readers where they can command a good price rather than to enter into a price war with readers that are being cross subsidized by being tied into a shop platform. I don't believe that it is reasonable to expect that the Sonys should be sold at the same price as the much more cheaply built Nook and Kobo.
Perhaps we will see a split in the markets. Many car manufacturer sell dumbed down versions of their cars in the US compared to Europe to be able to sell them more cheaply. Apparently there are different expectations of the prospective customers that are being met that way.
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