You are significantly more trusting than I.
Furthermore, I think there is a difference between me buying PVC pipe from Walmart vs. McLocalGuy and buying ebooks. If everyone on earth has a Kindle and are buying through the Amazon store, no, Amazon is not going to be worried by Indie Startup that can only provide side-loaded books.
Heck, authors RIGHT NOW are happy to cut themselves out of sales for Amazon. *sigh* Do they not teach the tragedy of the commons in schools anymore??
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