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If there were no DRM, and a book could be purchased from any vendor and read on any device, that would trigger a short term price war between book vendors. And slowly (or not) smaller book vendors would be pushed out of business by the largest vendor (most likely Amazon) who could afford to make very little to no profit at all in the short term with the purpose of being the sole provider in the long term.
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What do you think would happen if both retailer oriented DRM and industry-set pricing were removed? Frankly I don't trust Amazon not to do something like drop prices to a level nobody can beat, taking losses if necessary, gaining the business of consumers who own other retailers' devices. Sure the other retailers could keep selling their devices. Business as usual, but..
Problem is once those customers take their business to Amazon, increased exposure to Amazon's ereader, and likely its exclusive perks, would almost certainly result in even greater hardware domination. I like Amazon n' all, but I don't really like the idea of their already significant domination turning absurd. I don't know the solution.