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Books do not equal people: there is no connection between the proportion of the population that admits to piracy and the return rate for books.
Personally, I think the publishers most likely to thrive are going to be those best able to turn book production into revenue - however they end up doing it. Whether it be by increasing sales or by decreasing losses, those who can structure their business to remain furthest in the black are the ones who are going to win out in the end.
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