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Well, it's not the same segment. The DR800 screen is larger, despite the fact that the readers are about the same size. BTW, this is one of the reasons I bought the IREX, I didn't like the idea of a small screen in a big box. I wanted it to be more like a paper book, where the readable surface is just a little smaller than the outside contour.
That said, it is indeed be harder to justify a 2x price, which is the ratio after Amazon and B&N reduced their prices. They would probably have to sell the DR800 at $279 to have a chance
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