They probably buy the Reader for $350 from an area with a good supply of them and hope to resell for a small profit to someone in an area where they are scarce.
I did a favor for someone on this board and shipped one international to Switzerland. I bought it at a local store for $350 and paid 6% tax. The packing material and shipping and insurance was like $40 if I remember right. Plus paypal fees which were around $17. So add that all up and you get around $430 without adding anything for your time. eBay "commercial" sellers can probably avoid the 6% sales tax that a normal guy like me has to pay, but still, you can see why they cost more than the $350 for which you can go to the store and pick one up.
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