It's not that Macmillan's content is king. It's that Macmillan controls a significant /quantity/ of content, and Amazon is no longer the only outlet in town. A

It's not that Macmillan's content is king. It's that Macmillan controls a significant /quantity/ of content, and Amazon is no longer the only outlet in town. As a thought exercise, try to imagine an individual publisher attempting this. Perhaps you might disagree, but I personally find it extremely hard to imagine such a scenario in all seriousness. Without quantity as leverage, Amazon's terms would have been accepted without fuss.