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I thought so, too, but obviously that's not at all the case. Have found that Amazon is consistently higher (but that's probably because they are adding VAT to purchases since I'm a long-time Amazon customer for p-books and other stuff). For most books I've been interested in lately, Kobo prices are $1 to $3 cheaper than the Sony store - though not always - and many titles are in the $9 to $9.99 price range that used to be the norm.
I guess the publishers cut their own deals with each distributor - or that's the only way I can figure the price differences.
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