I think the main problem with his post is that he sees his audience as fixed.  If, in ebook form, his books are priced lower, but he gets a greater percentage, there's the possibility that it will balance out.<p>For example, one thing that stops me buying books is what to do with them when you're finished.  Some books you want to keep, others you want to dispose.  It all takes space, management and unnecessary handling.  I fully expect to have an ebook reader one day, and when that happens, I expect to greatly increase the number of books I purchase and read.  As it is I re-read many of my books time and again because going and buying new ones is a hassle.  And yes, that means through Amazon.  You've got to wait for it to arrive, store it, decide whether to keep it etc etc.  Ebooks : click, download, read.  With bulk disk space, you'll never dispose of a book again.<p>If I were an established author (but not JK Rowling) I would be depressed.  If I were just starting out, I would be excited about the possibility.  It's just like the music business all over again.  Bands have made online work, Authors will be able to do the same.