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I'm a bit more hopeful - the support of the idea behind ebooks (in theory beyond a particular format) is the important thing. Eventually the market will set what the price is, despite what the publisher would like.
Comparatively, this is why I don't like to read Teleblog: I find Joe Wikert's (from Wiley and Sons) comments about ebook formats for anything other than PDA-type devices very disheartening.
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