There is usually a difference between MSRP and street price for most consumer electronics. The exception to this is for devices that are either new, limited supply, or some dealer has an exclusive.
MSRP for a jetBook is $299, but street price is $169 to $199. The only reason it is that high even is that eBook readers are still a relatively niche market overall. That's also, by the way, the reason eInk screens cost so much at the wholesale level.
This market is set to take off, and I think soon you'll see the price of all readers come down to be more in line with build price.
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