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the EReaders' are being introduced like every other tech product. You start out at high prices and sell to those who like the novelty, have money to burn, or really need it (expats like me, for example). Then you start dropping prices to attract a wider audience until you get to the level where everyone wants one. At that point, with large scale manufacturing, a price point of $99 can easily be reached. We have just started the second phase, prices have started to drop even as the device makers add functionality.
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