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If memory serves.
When the iPhone scenario happened Apple said they had underestimated demand. Therefore, when units started flying off the shelves they recouped their R&D expenses so quickly - that they were able to drop the price.
Most people I have talked to while reading mine didn't even know Sony made an eReader. One woman said I should get the Kindle (we had a civil discussion).
So, it could just be Sony underestimated how many units they would sell in a short period. (Not to mention Sony did save a few pennies on the touchscreen.)
J
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