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This may be one of those cases where the government may have to get involved. It almost sounds likes price fixing, unless you are one special company. If they tell us they can't do $9.99 pricing and survive, and then offer that to Apple instead of Amazon, I've got a big problem.
I hope it works out for the publishers and authors, but right now it sounds like they want to screw the customers no matter what they have to do to make the profits. If you are an author, I would suggest you seriously think about what you (and your publisher) are doing right now.
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