Have that shop written in your blacklist log then. Haha...yeah, I walked around and surprisingly PK @ Funan managed to put that price. Other shops are at least above $34. I know there are cheaper ones but c'mon....$29 and the fact is 'branded' (yes, Sony, so wat)... is better than some that come with very colourful packaging right.
I know this theads is bound to be closed but lemme digress, the new one from SanDisk also not bad (or rather looks good) but phew...about $40 - $60 and can only read CF Cards. Sony still gets my vote. D'oh I bought it already.