So in this article he states:<p>Traditional chain: author -&#62; publisher -&#62; wholesaler -&#62; bookstore -&#62; consumer<p>Then he says that Amazon is acting as wholesaler to the publishers and bookstore to consumers. That would give us this:<p>Amazon's chain: author -&#62; publisher -&#62; Amazon -&#62; consumer<p>What I don't really get is what's so different between that and what apple is proposing:<p>Apple's proposal: author -&#62; publisher -&#62; fixed-price distributor -&#62; reader<p>The only difference I see is that apple hasn't started going after the publisher's profits (yet).<p>What am I missing here?