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It's not mystical - it's what every seller of every product on the planet does. You're not always dealing with piracy as a variable (e-goods are kind of new in that sense), but figuring out what price point gives you the highest overall profit margin is a requirement to intelligently sell a product. Sonist is 100% correct. If book sellers are ignoring basic economic principles and trying to force an artificial price, they're always going to struggle to sell books.
Hopefully we're just looking at an immature market and prices will flucuate a bit as book sellers gather sales data, and adjust prices accordingly.
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