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Publishers have been trying to get beyond the $7.99 price point that's been dominating paperbacks for almost 20 years for a while now. It's not just ebooks, it's also those new taller paperbacks that sell for $9.99 that have been replacing standard paperbacks for many best selling authors over the last few years.
Personally, I hate the damn things and I think I've only ever bought one of them (and that was at an airport so my choices were insanely limited).
Many publishers just want $9.99 to become the new entry price, regardless of format.
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