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While I think they would do better in the long run if they lower the prices to try to sell more, I also think it is more complicated than that. I have seen examples where they've lowered the price quite a bit and and I'm sure they've tracked the prices on those. If the sales didn't pick up enough to make up for the price drop then obviously they're not going to do that a lot.
Now, a lot of that is probably due to marketing and such. But I can understand them not wanting to hurt sales on things that are doing well by dropping prices around them and suddenly making them seem much more expensive... Though I think they're hurting themselves in the long run more than anything, If they do things right it seems like they could lower digital prices a lot and still get a higher margin eventually due to the reduced costs.
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