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***it's the publishers who set the prices***
Not always the case, I'm afraid, Sherman.
My own wee house's RRP on all titles in all ebook formats is $5.99. I often see them on sale at higher cover prices (same, but not as often, with our paperbacks).
It's one of the reasons I prefer to see folks buying direct from our own site. We can also be more sure that our ebooks bought from there are not having DRM imposed on them against our wishes, and that format conversion is perfect (though we don't have our own conversions of all titles into all formats yet, so we must rely on third party retail for some).
The other reason, of course, is that we don't charge ourselves retail commission, so all royalties are maximised for author, designer, artist, editor, tech, etc.
Cheers. Neil
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