Article blows it around the third para by asserting that publishers could/should make ebooks much cheaper than paper ones (because obviously paper costs money,

Article blows it around the third para by asserting that publishers could/should make ebooks much cheaper than paper ones (because obviously paper costs money, right?). Then asserts that the retail price for the paper edition is the point ebooks should undercut by, oh, 25%. This ignores the fact that publishers are not retailers, they're manufacturers; the retail sector takes 50-70% of the price the customer pays for a book, and this includes Amazon's kindle store. In actual fact, the physical cost of goods for a paper book is less than 10% of the price the customer pays. Another 10% is editorial/typesetting costs which are exactly the same for the ebook, maybe 10% goes to the author, and 50-70% to Jeff Bezos and co.