I think this hurts Amazon more than it hurts MacMillan.<p>99% of Amazon's customer base will never hear about this little kerfuffle, so the good PR they got for "fighting for the little guys" will be fairly limited.<p>Meanwhile they've lost a <i>lot</i> of good will on the other side: publishers and authors. The reaction from authors has been almost universally against Amazon, and Amazon has been courting them for years to self-publish, especially on Kindle.<p>The slight bits of positive "yay! Amazon fighting for low prices!" I think is overwhelmingly erased by the author support lost.