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I am guessing that Amazon believes it is not a viable product if its not bundled with the case.
As designed, the naked ereader has less battery life than some tablets, albiet much lighter than those tablets.
As I and others have said, the rated battery life is seven hours. However, I believe the realistic life is less for those who turn pages frequently. I believe there is a chance that it naked reader would not last on a cross-country (U.S.) flight and would definitely have problems on most inter-continental trips.
So, I suspect Amazon feels a case is required. One option that they would have had, however, would have been to sell it with faux-leather for $40 less.
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