Currently the 70% rate is optional - publishers can continue with their current arrangements if they wish.
You shouldn't think that big publishers are getting only 35% of RRP - they're getting at least 50% of RRP, as that's what Amazon are paying Smashwords.
The important bit in this announcement from the public's point of view is that any publisher wanting the 70% RRP option must set the RRP 20% or more below the cheapest paper edition, and must enable text to speech.
This can only be good for small publishers and ebook buyers.
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