If Apple were to buy my software for $9.99 and then sell it to consumers for $0.99 I'd be very happy.<p>Of course the publisher should be free to set the wholesale price to whatever level they want, but Amazon should in turn be free to set the retail price based on the margin they want to make (even if it's negative, like right now). Having the publishing industry fix the retail prices is going to be a total disaster for the ebook market, since there's a good chance just going to use that pricing power to protect their existing dead tree business.