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Anyway, my point was that they should not price at used paperback prices ($1.99 for the book you listed).
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Well, that remains to be seen, really. If NO ONE buys the new Faulkner books at $10, they've made nothing. If 20 people buy the new Faulkner at $2, they've made $40 net profit.
Now, that's net, not gross. So I don't know if they've made a gross profit at the $2 pricing. But I
do know they didn't make gross profit at the $10 price. (In my example where no one bought it, of course.)
Pricing is tricky. But I think there's a difference between a price literally not providing gross profit and a price that just isn't as high a gross profit as Knopf would like. Pricing all ebooks at $9.99 regardless of circumstances because $9.99 is what an ebook is "worth" is -- imho -- a terrible business strategy.