There is a greek saying that goes like this : "John is afraid of the beast, and the beast is afraid of him too". Which is exactly, as I see it, what's happening in the book market.
The old model publishers know that the market change is inevitable but are too afraid to act accordingly and it only takes a brave and openminded, usually younger publisher (which is the case here) to make the daring first move to embrace the new market that hasn't been formed yet (in Greece anyway) but will slowly emerge in the following years.
This is a decision worthy of applause
. I hope other publishers follow along this path.