A part of the problem is that while volume of sales will make a difference, what all of these publishers are looking at is how much profit they can make.
So right now, if "Store X" sells an ebook at .05 profit per unit sold x 20 units sold = $1.00. That is much better than, say "Amazon" selling at .01 profit/unit x 70 units = .70 cents. At least, it is for the publishing company.
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