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So for Hugh Howey (the author), there goes that market that gives about 1% of a crap about his book. He's made it available at a good price, without DRM, and all you have to do is load it into Calibre, click a button and send it to your device. Less trouble by far than, say, driving to a store to buy a printed book.
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That's suposing calibre is installed, that's not the case. And I don't really want to install it.
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In return, for 90 days he gets to promote his book through Amazon with free days, he gets it listed on the Kindle Lending Library where people can borrow it for free (but he gets $2.48 or so for each loan), and there's the always mysterious effect on the Amazon algorithms.
He's made a business decision. Lose the 1% that won't cross the street to buy his book, in order to gain exposure to a wider audience that doesn't have to cross the street to buy his book.
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Yeah, so ? I don't care about about these number. As a customer, what I see is that the author obviously don't want me to read his books. I shouldn't have to "cross the street". It's also a question of principle, exclusivity sucks, period.