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Price is determined by maximum net revenue: the seller tries to find a price which, net of variable costs gets it the most revenue. He isn't interested in fairness.
Kindle owners, are, by definition, more willing to spend than the average reader--they just spent over $300 on a device, so sellers may discover they can charge more to this group.
Frankly, right now I think all the pricing is testing and publishers are trying to gather enough data to set prices.
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