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Many people have been successful in the past with emailing Sony support and making them aware of the difference in price. I usually include the price for the Kindle version, as well as the hard cover version from a couple of different sources such as Barnes and Noble, Amazon, etc.
They will send you a form letter reply saying something about how the publisher sets the price, etc. Wait a couple of days/weeks and you may see the price drop.
I have done this on 3 or 4 occasions and have seen the price drop in about a weeks time each time I tried it.
Hope this helps!
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