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As to the article --
Amazon makes getting published extremely easy -- especially in ebooks. All it takes is for someone talented to publish a book through Amazon that goes viral (like a Rowling, Brown, or Meyer) and Amazon will become established as a major publisher.
Pn the pther hand, publishers could band together and create their own web entity to sell directly to the public, and cut Amazon out as the middleman. (However, they're probably too afraid of upsetting brick and mortars to do this.)
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