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More to the point is the make-up of the 30% - is that 30% of all book sales and, if so, what proportion of the 30% is made up of fiction.
It seems that eBook sales are dominated by fiction and best-selling fiction tends to fund bookshop sales of all books so if the percentage is predominantly fiction (likely) then it will have a bigger knock-on effect on profitability than an even spread across all types of books...
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