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Pricing in today's global economy does not usually follow any rules. I can buy a 10 lb. weight in Canada manufactured in China for 9.99 at a high priced retail chain. This item has passed through many levels of retail markup and shipping costs. I can't send a 3 oz. item to my next door neighbour for 9.99.
Book publishers are probably thinking that if these people will pay the same or higher prices for ebooks than physical books than they can get more for physical books.
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