I think there are more tech-savvy readers than people seem to estimate, at least as relates to e-reading. The technical bar to running Calibre isn't particularly high and I would bet that the number of people using it would be enough to affect sales. I just checked the stats for Moon+ Reader for Android and Google says that more than 100,000 people have installed it (the free version has over 10,000,000 installs, but I'm hesitant to guess how many of those actually use it). While those people could use Calibre to remove the DRM, I've seen a number of people here at MobileRead say that (for whatever reason) they won't remove DRM even though they know that they can.
I'm betting that the simplest reason for the numbers is that books without DRM see more demand relative to books with DRM.
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