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Don't think for a second that amazon isn't out for money too - I think they're taking a longer-term approach that benefits their own business model. It just happens to coincide more directly with what consumers want and notice (lower price).
Macmillan, like most US corporations, is legally obligated to maximize profit for shareholders, as I understand it. Morality and long-term don't come into it. Short-term profit is king these days, as much as it sickens many of us.
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