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Publishers are charging what they think the market will bear. They believe that early adopters of e-reading will be prepared t pay a premium, as is normally the case with early adopters (as witness the price we pay for the hardware).
Once ebooks become mainstream, the dynamics that have forced down prices of paper books will begin to take hold - by which I mean price competition on best-sellers, pressure on publishers to do deals with major retailers, and (unfortunately) a squeezing of margins for smaller and specialist retailers.
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