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You're entirely right, but I think you're missing the point. This thread is about how to we change the current situation, i.e. how to effect which way the needle swings. There is enough of an acorn in the number of authors and publishers that do sell direct online (and stores that don't support DRM) that it is something we can build on by supporting them. The question asked is what can we do, not what has already been done.

[Edit] Also, to clarify, the number of authors selling direct (or via new style lean publishers) is more than a rounding error. The number of popular authors probably isn't. But WHO the popular authors are is not static, and my gut feeling is you will see that rapidly change if the needle swings the way we hope it does. And remember than, bestsellers aside, there is a very long tail in publishing (particularly e-publishing).

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