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It is possible that publishers could dis-intermediate(!!!) Amazon. Setting up e-stores is not expensive. The main issue would be the delivery platform. The Kindle is the best at this. Publishers would either adopt off the shelf hardware (Nook?) or develop their own. The Ipad is the single biggest competitor to the Kindle and it is no coincidence that Amazon is releasing a tablet. The Amazon way of distributing e-books is user-friendly. That would be hard to emulate without huge investment. Maybe that will change with technology.
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