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Well, the comercial model of Apple is very clear... it's the "toll" method. Everyone can pass, but for a copper piece. And I think they want to impose this model especially to the big guns, after all they are earning money from the distribution from the ipad/itunes store so why shouldn't apple get a cut of it?
In the end it is inevitable that they will kind of cut a deal for paying for issues downloaded. Like under 1000, free (for small publishers) and then different pricing models to distribute free content to readers. Remember... nothing in life is free
... except money =P
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