It's unfair to say the reverse when Amazon were only making a loss to monopolize the market. However, Apple didn't care that book industry were gouging the consumer - no printing costs, no shipping costs, no packaging costs .. why should eBooks be the same price? Greed! I don't buy eBooks on principle. If the price was reduced accordingly, so that the book industry maintained its profits - that would have been fair and equitable. From my perspective, neither Apple nor Amazon had this goal in mind.