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Even if we talk about fiction books, you already know the old advantages over pBooks: lower production costs, larger profit margin. Even if ebooks are more convenient, I don't know if that's enough to make it more expensive (ie, the same worth as pBooks with the production costs).
It's like printing a pBook with a different font style and say "hey, it's more expensive because it's easier to read with this font style".
Plus, an eBook requires a prior investment in a reader (ereader, computer, PDA, etc), a pBook is an independent product.
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