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There are two reasons:
1. the known (or so I thought, but since nobody here seems to heart about I'll explain it shortly) trick - set a huge price in the first place (taking advantage of some ebay conditions) - this has two favourable effects: 1. the other sellers would follow your price (nobody wants to sell his for 5€ when they see one listed for 400€, would you?), 2. you have the chance to close a deal for less than 400 but definitely better than 5.
2. Sonies are good, and noble in design. A Kindle would look like stone age near a Sony.
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