How? Because I'm in-saaane!!
Seriously: Amazon and Apple are pinning a lot of hope on making it big as resellers, but are also heading into too-Draconian realms as they try to out-compete each other. I predict a lot more pubs and authors will get tired of it all, and eventually see that going direct-sale makes more sense than losing more than half their profits to Amazon, Apple, and other similar stores. I only pocket 15% of the sale going through Amazon... I make more money off of 1 direct sale than 5 Amazon sales. (And because I'm a little guy, I don't see that many through Amazon.)
All that is needed (he said, rolling his eyes) is a good and popular portal or three promoting e-books, and earning their incomes from traffic as opposed to sales, to put indie authors and publishers on a more equal footing. If that happened, even Amazon and Apple may discover that in terms of e-books, their services are no longer required...