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I think they have to compete with the new Kindle fire that's priced 79 (with ads).
That's what's getting all the prices down, and since this device does not have a real e-ink screen, it seems like they want to lower prices even more to make them attractive.
I doubt the price will last forever, but probably pre-holidays, so they can raise the prices for the holidays, and drop to $50 again in january.
The Jetbook Color is a very promising candidate, that will most likely blow all other e-readers out of the water!
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