[shoota]

Sure ultimately it was the publisher's decision to go to the agency model but if Apple and Amazon held firm it would have been a win for the consumer. Apple decided to take a swipe at one of its competitors which in the end hurt consumers by allowing for ebooks to be priced artificially.

[culturestate]

eBook prices were artificial to begin with. Amazon was known to take a loss when necessary to set the price ceiling at $9.99, which (as you can imagine) would hurt competitors who couldn't absorb losses like that.