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Even in the scenario where some variables stay the same (promotion, proofread, up-front payment, etc) and publishers have to "subsidize less successful authors" and "no book stand on its own" as mentioned here, in e-publishing the cost for production, warehousing, distribution should be much less than in print. There's really no reason for publishers to insist the price for ebooks should be the same with printed books - other than profits.
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