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Even at $249 the forma is still a good deal, in the uk retailers generally just do a straight $ to £ conversion i.e. $249 becomes £249, that means that in $ terms the uk public are paying $344 for a device that in the us costs $96 less.
Yes Kobo's screw up with the price of the 32gb forma was massive, but as someone who is sick of being ripped off price wise in the uk it was a pleasant surprise.
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