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Yes they do have to get cheaper.
Bu, as everything else, they will be cheaper, if and when, they break the ghetto they are into now, and begin to sell a lot, then people will use/buy more content (the actual eBooks) and thus competition between companies selling them will bring the prices down.
This moment, when everything they produce, at least Bokeen and Amazon, is immediately sold, do not expect low prices… at least if not, an out of the present group company does not begin the “race” by entering the market with a lower price model.
In a year, and if the hardware eBook market will not die of natural causes - it did happen with the first crop of dedicated eBook readers in the end of the last century/begin of this one - maybe we will see the begin of the lowering of the prices, or better, more powerful, and with bigger screen readers for the same price.
For the time being, one just as the opportunity of enjoying his/her eBook reader is one does have the money to be one of the early adopters.
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