The going price is really $169.99 (NewEgg) or $199.99 - 20% (BB&B). MSRP isn't reliable. Also, it's a "new"
type of LCD screen that was developed by Toshiba fairly recently. Interesting to check out their (Toshiba's) website on screen tech.
I also expect that after importing the device from China (I assume) and rebranding it, Ectaco wants to make a profit on the foreign language dictionaries that they package on it and the custom firmware they program. If you visit Ectaco.com, you'll see they most of what they sell is actually electronic translators and language software (some of which comes in the jetBook box for PC, not that I've used it).