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Many, many, many of the deals--especially if they come direct from a publisher, are set by the publisher, not the retailer (ie not Kobo). More of the deals these days are publisher and author supported than in the past. Part of this is because some publishers do not want the books to be discounted (they are very into price control right now and they don't want "matching" done on larger sites because it can be difficult to get a "matching" deal reverted to the regular price in a timely manner.)
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