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All told, the Aura's hardware isn't perfect, but this is easily the nicest mainstream standalone e-reader we've seen, though the $150 price tag may be a lot for all but the most devoted bookworms to stomach.
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That's BS, crappadidoodaa and just plain baloney too.
(edit: Next part of this post is assuming that you don't have to support a wife/husband and 5 children in college on a minimum wage.)
I don't know how it is in the US, but to compare... a Kobo Aura (HD, the 6.8 one) will cost you €150 in the Netherlands. That's USD 199. Often I hear people wailing how "expensive" an e-reader is, and how books cost "a lot of money" and that this is "hard to spend that amount of cash on entertainment in these tough times".
Those same people, for some reason, will easily blow €50 on an evening in a bar, drinking 25 beers. (A beer over here costs around €2), and then add another €10 to go eat something afterward. Many people I know go out very often; some of them each day of the weekend.
Just skip one day of drinking, three weeks in a row, or drink/eat half for 6 days, and you have your e-reader. You even have €30 to spare for your first 5-6 books. (If you read English, you can actually go cheaper than €5 per book.)
€150 for an e-reader, which can last several years if you're a bit lucky, is NOTHING if it allows me to save 50% on each book (if reading in English), get lots of books for free even, and save entire walls of space in my house.
For a lot of people, it's all about priorities. The e-reader is not expensive. They're just not readers, and so they can't justify the "hefty" price tag.