&gt; I&#x27;m not saying those things aren&#x27;t cheaper for bigger players, but that the playing field is more level online than it is off, at least in part because the production cost per unit is much, much less.<p>I don&#x27;t see how this is a relevant metric. The only thing that matters in that regard are how much economy of scale favours the big players.  It might be cheap for anyone to start offering books online, but there is only amazon.