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Yup. It was clearly stated that the $9.99 price point was for best sellers only. People would occassionaly complain that there were books over $9.99 and would be pointed to that phrase and go "Oh".
I am all for more competition. If other book stores sell Mobi books and they frequently have prices lower then Amazon I will happily shop there. I expect that Amazon will follow suit and sell non-DRMed EPubs at a discount and siphon off some shoppers. For the most, I would expect little change in the status quo because I think most e-reader users will buy from the bookstore associated with their e-reaer because it is easy and they are lazy.
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