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Price was retail: US$299.99. All units I've seen come with samples pre-loaded. This begs the question of who would buy it from an airport vending machine. I can only guess the answer is "someone who has been hearing about these, thinking about it, has a few hours and a few hundred bucks to spend".
That said, I did see someone buy 3 PSP games, and another person buy a set of expensive headphones. So, who knows?
I use WiFi at airports, but I'm not the one paying. An increasing number of people (based only on my own personal observation) are using cell-phone network cards, so that's an option, too. EVERYONE is toting a laptop, so it's actually conceivable that someone buys a Reader, loads the software, connects to the internet, and starts downloading the 100 Free Classics, while waiting around at the airport.
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