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Most of the time, the company doing the promotion, pays for the promotion. The real question mark is are most the online book orders by True Fans or by Always buy discounted books to use the example earlier. If it's true fans, then Hachette has the leverage because those fans will go to the store that lets them buy their favorite authors. If it's the always buys discounted books, then Amazon has the leverage because those people will wait it out. My understanding is that the vast majority of money comes from the true fans. If that's the case, then Amazon will eventually come to terms.
As far as Amazon waiting for the furor to die down, well that's not the way things work. The real proof of the pudding will be when the next big Hachette book comes out.
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