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Why? It's simple - more profit.
As long as most customers are not aware the *should* be cheaper, and perceive them as a novelty, publishers and resellers are free to ramp the prices up as high as they want and scoop up the extra profit...
The moment customer awareness goes up, the prices will drop.
Edit: In other words, ask yourselves would ebook sales, as things are standing right now, go drastically up if prices were more realistic?
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