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I'm hoping they'll learn from what Amazon's doing with the $9.99 new releases and best sellers. The margin may be low but the volume is high. I would imagine you have a lot more people buying when stuff first comes out rather than waiting for the paperback release, library or used book store.
Still, I wonder if publishers' ebook resistance might also have a lot to do with the executives whose role in the publishing companies are heavily tied to the print operations. I don't know much about publishing but I know in my industry a lot of bad business decisions stem from individual execs protecting their little fiefdoms even when it makes no sense for the larger corporate body.
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