I think the fact is that if HTC have made a really good phone that can truly compete with the Samsung, LG etc. flagships then there's no reason why they shouldn't charge the same sort of price as those. The question is HAVE they created a good phone? We will have to see what the in depth reviews say. If they haven't got things right, charging that much for a sub-standard phone that doesn't cut the mustard will be disastrous. I hope they succeed
EDIT: I see that HTC is actually giving out a code to get $100 off the price. That makes it alot more reasonably priced. I think this is a clever marketing strategy by HTC, as - psychologically speaking - people are more inclined to buy a product if they think they're getting a special offer or discount. So by marketing it at one price, but straightaway giving a $100 "discount" HTC will make people feel like they're getting a good deal and they will be more willing to buy it
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