It cost me $700 usd (include taxes and delivering to russia). So 750 is not so much if it include 100% free replacement\return warranty. Probably if they learn from big companies and send EE directly from manufactor (located in china) it will allow lower the price. As for resellers, it's not interesting for them to sell something if price were not raised to about 20%.

p.s. the real reason for you my be that it's not support all european language (especially on e-ink side). I mean the keyboard layout is in english, and it's not easy to find an keyboard with alternative layout.