So, tell me what happens when consumers feel that $9.99 is the right price for EVERY kind of book because Amazon has decided that it is the right price for trade books. Where does this leave, e.g., scholarly publishers like university presses whose overheads do NOT include high-paid CEOs, fancy offices , etc., but do value things like good copyediting, design, and production. If presses sell their books at $9.99, their parent universities will have two choices: close them down, or subsidize them even much more heavily than they are doing now.
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scholarly publishing
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