DrDln, please stop gravedigging.
As far as pricing the same as paperbooks, well, they're a company whose goal is to make money, and they will make more money doing it that way.
Plus, per unit, it is arguably not that much more expensive for them to make and ship paperbooks than ebooks. Most of the cost is in the editing, lay out, etc. I've heard estimates of it costing somewhere in the range of 70 cents to $1 for printing, storage, and shipping of a paper book.
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