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I would go even further and say that £200 is far to high for the main consumer market. I just don't think these devices will catch on until they go sub £100.
When my friends and family ask me what I'm looking at on the computer, and I tell them e-readers. All I get is blank looks in return. Most people I know have never heard of them. When I tell them all about them and how easy on the eyes they are, most become interested. But when I tell them the price, most are flabbergasted. They think I'm mad for even considering buying one.
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