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what should the publishers say? "We are ripping you off with ebooks?" Of course nobody believes the line that they save just 12.5% on costs. That may be true for a very extreme case with a famous author who commands a very high payment and heavy advertising expenditures. It is very simple, they are taking what they can, while they can. Since we people shell out a lot for readers we are probably considered to be easy prey. Well, competition will take care of it in the long run.
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