Seems they will indeed start with a limited edition. From a comment on their blog:
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(Karel - October 28th, 2009 10:24 am) The DR800SG will be priced at $399- as originally stated. To kick things off though, we are going to be offering a limited edition model for $449 that will include a ton of free content to get your reading started, as well as other cool goodies. Stay tuned for a formal announcement soon.
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