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Indeed writing to FW customer support and the publisher is the best bet.
I've been doing something similar for a couple of books I'v been wanting to get, but am not willing to pay Hardback prices for the ebook when the paperback has been out for a year.
Being Penguin (in my case) I'm not holding my breath, but fictionwise did get back to me in a couple of days, basicely saying its up to the publishers, and they can't do anything.
Still you might have better luck, and writing in to them will ensure that they know people are concerned about prices.
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