This isn't only apple. Companies always jack up prices of 'lower' value things. Look at netbooks, spend around 200-300 more and you can get a system that is much better in every way except for portability. TV's are the same way, a Sony 26" TV costs $550, and a 32" costs $600. Why wouldn't you spend another $50 for 6 more inches. PC's are the same way. A low end system you can build for under $400 costs $500+ from an HP, Dell, or Sony. They completely over price it, so why don't people complain and post threads about that? It's ridiculous that lower end stuff is so expensive, but it's how things are. On top of that, the shuffle only costs consumers $50. 78% is a ton, but when it's 78% on $28, that's nothing.