You may be one of those people (where a price decrease would induce a purchase), but your personal value judgement is not relevant here. Personally, I don't rea

You may be one of those people (where a price decrease would induce a purchase), but your personal value judgement is not relevant here. Personally, I don't read fiction, so the value of a fiction book is $0. Does this mean that the appropriate price for ebooks is $0? Obviously not. Amazon has put forth a number that is an aggregate.. it takes into account your value judgement, mine, and 100,000 other peoples judgement of the value of an ebook. Which reminds of a 3rd case that could affect Amazon's test: people do not purchase a generic ebook. They purchase a specific ebook, and the value of that ebook very much depends on the content. A poorly written book is worth less than a well written book.. and a book on a popular subject is worth more than a book on an unpopular subject. If the book (or books) Amazon tested were more mispriced than the typical book (so they showed a larger increase in sales because $10 was closer to the actual value of the book.. whereas maybe $12 (or $20) represents the value of the average book).. then when all books are lowered in price, the result may be a decline for Hachett and the authors. So I've put forth 3 cases that may affect Amazon's test. If just 2 in 13 people are affected by ANY of these 3 cases, then Amazon's conclusions are wrong, and the net result would be a decrease in revenue.