I think for a long time the Kindle brand was synonymous with eReading, and Amazon could maintain a high price. Now that Apple is making a bid for the eReader crown, and Kobo are positioned as the cheap and cheerful eReader, Amazon have had to respond by dropping the price of the Kindle to remain competitive.
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Originally Posted by nursedude
I can see a time when basic ereaders are free or really cheap but locked to a certain ebook provider.
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This is very close to what Amazon and Kobo do already with their respective eReaders. Obviously neither device is locked to the single content provider, but the intent is clearly there.
I think it's very likely prices will continue to drop to the point that eInk devices are "loss leaders" for content providers, and the real money is in eBooks (as you and neilmarr have already suggested).