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Many high-tech companies over the past several years found out that as soon as they announced a new generation of a product, the bottom fell out of the market for the existing generation.
Sony has been struggling financially for a while now. They certainly can't afford to write off existing inventory.
Given that Sony is a major player in the eReader space, I think it's quite likely that they're keeping their mouths shut as long as possible in order to clear out their inventory before they announce new products.
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