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For the record I don't believe that Amazon deserves 30% for the value they're adding either. Removing the requirement form them to compete in the marketplace for that percentage is one of the worst things about the publisher price fixing.
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For the record, other vendors allowing direct upload of books are offering authors LESS percentage and they rarely have the same number of eyeballs looking. Not complaining, but I did find it interesting. Only Apple offers 70 percent and Smashwords offers a bit more for direct sales (it can be 70 percent depending on credit card fees, affiliate payments and whatnot.) I think the battle will continue and the retailers aren't always going to even want to offer 70 percent for their service.
It is as it ever was--a mad competitive dash!