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Pretend I'm the publisher issuing the book. I see the chance of selling the ebook at the same price as the paper edition, with the 15%-20% savings of not issuing a print edition flowing to my bottom line. If I believe I can successfully charge the same price as the paper edition and see comparable sales, tell me why I ought to lower it? (The fact that you will then buy it will not sway me. You're one reader. I'm concerned with tens or hundreds of thousands of readers.)
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If this was a true competitive industry, then I would expect at least some of the "savings"to be used to gain market share.
However, after all the mergers, acquisitions, and collusion - I don't see a competitive industry. I see a cartel that can wield power - for a short period of time. And then be replaced.
Middlemen are vulnerable in the Internet Age. For example, Amazon could hire a few key employees away from the Big 6 and start a new wave of change.