I think the book publishers were also scared amazon might replicate the ipod/itunes playbook, ie they might wake up one day and amazon kindles might be 90% of t

I think the book publishers were also scared amazon might replicate the ipod/itunes playbook, ie they might wake up one day and amazon kindles might be 90% of the ebook market at which point amazon has way more leverage over them than they would like. So I think for the publishers this is a way of leveling the playing field and trying to create competition in the book reader market.