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Sure dedicated readers are still expensive if compared with PDAs that allow many other functionalities. Of course the reasons are the recent technology and the market offer/demand rule.
However I see readers as a way of saving money in books. If it costs 300€ ... an average book costs 10€ ... so it's worth 30 books. That's my year average. Since there are thousands of _free_ public domain ebooks in the Internet which I plan to read, in my second year having the device I'll save 300€ in books, plus 300€ in the third year, etc.
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