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Looking at a couple Star Trek books at Amazon it looks like Simon and Schuster set the prices like eschwartz said, without knowing what title you are looking at I can't be sure since maybe there are some ST books by other publishers (I doubt a pre-order would be though).
Either way, Amazon isn't trying to kill digital sales. If anyone is it is the publishers who have been trying to prop up paper sales by increasing the prices of e-books. That has been a main talking point from the indie side for the last few years.
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