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Price will matter however if the books are drm free as then customers could buy from non amazon stores if the price was cheaper or they had a better loyalty program or some other incentive. Whilst drm remains though that is not even a remote possibility outside of those that can remove drm.
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But the price won't be cheaper. Indeed, even if by some miracle the price is cheaper , what about customer service, Whispersync, cloud services, ability to read on more than one device? DRM is the LEAST of Amazon's advantages.