~80% is where I'd guesstimate the iLiad's screen cost to be too. In my opinion (get your own!), the only bragware I see on the iLiad, is the WiFi, but I consider that one debatable, depending on what the user wants the device for. For books, it's a bit excessive, for periodicals, especially dailies, I don't think it is excessive at all.
But the good news is that new technologies eventually mature (barring asteroid strikes and the like), and become easier and cheaper to make, so if the price of the iLiad's display really is, as we believe, in the neighborhood of 80% of the device's cost, then we may expect the device cost to drop radically as the cost of making the displays does so.
Immaturity is a problem that generally does get better in time, be it people or products. Me? I'm proud to be the exception that proves the rule.
