Ebook prices will and should be market driven, not driven by Amazon's arbitrary pricing structure. I'm just as upset with Amazon over how they are handling this business compared to Apple stepping into the fray and not only providing some much needed competition but letting the distributors set the prices for their own goods. Is the current setup looking like it's worse for consumers with the higher pricing, sure, but I think things will find a natural level on their own better compared to price dictation.