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The price of the tech is a problem because you have basically one provider of e-ink screens. I don't think that the manufacturing cost of the screens is really as high as is reflected in the retail price, but because there is no competition, there's no incentive to reduce the markup, let alone sell it as a loss leader.
My prediction is that you are suddenly going to see cost reductions due to "volume" or "process improvements" once a viable competitor/alternative to e-ink tech emerges.
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